Client: Economic Development Board of Singapore, 2022
The Problem
Singapore had always competed on hard business fundamentals—infrastructure, tax incentives, regulatory efficiency. But post-pandemic, a new class of global businesses were choosing locations based on values alignment, not just economics.
In an increasingly competitive landscape, Singapore needed a brand narrative that went beyond "we're open for business".
The Idea
Reposition EDB as a partner for businesses that want to build a better world—not just grow in one. The brand film told the story of a small city with an outsized ambition, weaving in real EDB partners to ground the platform in proof, not just promise.
My Role
Co-wrote the brand film script alongside the ECD. Led copy on digital assets that rolled out across EDB's global network spanning the US, Europe, and Asia.
The Result
The campaign shifted EDB's global brand perception from transactional investment agency to purpose-driven business partner—extending across 14 countries through EDB's international office network.
