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SHINE


Art Direction, Branding, Social, On-ground and OOH activation.

SHINE is an initiative by the National Youth Council that nurtures emerging interests and creativity amongst youths such as eSports, dance & music, media & performing arts and even extreme sports such as skateboarding.

My team was responsible for the overall creative direction across social media and also partnership efforts such as talent development programme and mentorships with industry experts.

We were also responsible for the post-event marketing effort like sustenance and engagement posts that were amplified through SHINE’s social media channels.




Social Content


Content verticals include:

(1) Unspoken is an illustration-based content vertical that aims to debunk common myths and negative perception that the society has pertaining to certain career paths, hobbies or emerging interests in a particular area such as the increasing number of female pros in eSports industry. Its tongue-in-cheek approach covers everything from general
sports-related misconceptions to personal self-doubt identity crisis.

(2) #RoadTo is all about empowering the youths to kickstart their journey to realising their childhood dreams or that radical career shift that they’ve been daydreaming about by

focusing on the how-tos and providing a crash course to a niche topic of interests.



Key Visuals





Event Marketing



Campaign Video


Produced by OFFSET SG


OOH Activation


One of the OOH marketing efforts include bus wrap, STB lamp post banner and also bus stop digital ad.

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