Client: Republic of Singapore Air Force, 2023
The Problem
For most young Singaporeans, the RSAF meant one thing—pilots. Every other role in the force was an afterthought. But the RSAF needed to recruit across nine distinct vocations, and Gen Z wasn't going to sign up for a role they'd never seen or heard of.
So we had to make every vocation in the force feel as purposeful and compelling as flying.
The Idea
Nine films for nine vocations.
Rather than lead with hardware and heroics, we spoke directly to how Gen Z thinks about work—with purpose and identity. Each film put a different vocation centre stage, reframing every role as essential to the force's mission rather than secondary to it.
My Role
Took over as lead copywriter mid-project and saw all nine films through to production, developing scripts, shaping the creative direction, and working through post production on each vocation film.
The Result
The campaign successfully broadened the RSAF's recruitment narrative beyond pilots, giving each of the nine vocations its own distinct identity and voice for the first time, reaching Gen Z audience across digital and social platforms.