GO FOR THE WIN
SkillsFuture aimed to market a new Work-Study Diploma to polytechnic graduates, offering a career head-start.
We produced a dynamic 30-second 3D animation that depicted the student’s journey as a gamified experience, where they level up in skills and knowledge. This creative approach successfully attracted high viewership on SkillsFuture's YouTube channel.
Challenge
Our goal was to convey four key selling points through an engaging, emotion-driven narrative tailored to fresh graduates. The project needed to resonate with a high-tech audience while aligning with Singapore’s forward-looking vision. We ensured the outputs were suitable for multiple marketing channels, maintaining an upbeat and confident tone, all within a very tight deadline.
Solution
We used gamified storytelling with a "show, don’t tell" approach, presenting the four USPs as video game-like quest markers, allowing the audience to follow the main character as they leveled up for the workforce. Insights from Hakuhodo were incorporated to enhance relevance and appeal. Through collaborative development, we created a modular design approach that ensured flexibility across different media formats. Utilizing Unreal Engine and real-time workflows, we delivered the project on time while keeping the visuals captivating and responsive to various platforms.
Early concept development and research below.