Through conversations with CapitaLand, we discovered their commitment to building community beyond what was typical for a developer. From organised tenant activities to the multiple social corners intentionally created for public use, we knew we had to capture the energy of the community and the environment. This led to our first project—an audio-visual performance and light-inspired motion graphic video that focused on the vitality of the dreamers and visionaries who would soon inhabit CapitaSpring.

Beyond the artistic teaser, attracting the right tenants while drawing public interest to CapitaSpring was essential to launching the development. Thus, we conceptualised a KOL-campaign featuring Sofie Chandra (@so_fieeee), Tjin Lee (@tjinlee), Rachel Lim (@ms_rach), and @thewokesalaryman to tell CapitaSpring’s story through conversational topics. As pioneers in the fields of marketing, fashion, and finance with their own unique storytelling style, the KOLs brought much buzz around the development. For example, finance guru @thewokesalaryman’s “Ask Me Anything” content generated more than 300 responses and 46 instagram stories as valuable content pieces. All in all, 117000 users were reached through the KOL campaign alone.

To further explore how the future of work has evolved, we brought in the everyman—16 individuals from diverse sectors came together to guess each other’s professions—from into the studio to shoot a social experiment video. This allowed featured participants to confront their preconceived notions of how someone’s appearance or experience is tied to their work, and also delivered the subtle messaging that one can do anything at CapitaSpring.

For the final video, it was time to pull out all stops—from drone building dives to 360 cameras, the entire storyboard was crafted to bring out the best of CapitaSpring. Together with our partners, we captured the breathtaking panoramic views of Singapore, weaved through the Sky Garden and tranquil Green Oasis, and featured some of CapitaSpring’s real-life tenants to bring a sense of authenticity to #ExperienceCapitaSpring.