Campaign Spotlight

Campaign Spotlight: TBWA\Singapore partners Singapore top director Roslee Yusof in stunning film for Singapore Tourism Board

SINGAPORE – Dance, music, and an iconic cityscape take centre stage in a stunning new film for the Singapore Tourism Board, created and produced by TBWA\Singapore and directed by one of Singapore’s most talented film directors Roslee Yusof.

Supported by the National Arts Council, the film brings together two of Singapore’s oft loved representatives in the arts and cultural scene; with dancers from the Singapore Dance Theatre (SDT) performing to music by the Singapore Symphony Orchestra (SSO). 


Dance to a New Beat

This collaboration shares messages of inspiration, hope and solidarity across borders. It bolsters awareness of Destination Singapore set against a myriad of arts and cultural offerings, accessible to both domestic and international audiences amidst the current global conditions.

The film complements the recently launched SingapoRediscovers domestic campaign, dedicated to supporting the local lifestyle and tourism industry. The campaign is also a call to action to encourage both Singaporeans and residents to rediscover, reimagine and reconnect with the different sides of Singapore.

Said Andy Grant, TBWA\Singapore Executive Creative Director: We hope this film inspires people to venture outside and rediscover all the magic that awaits.”

The film’s choreography is inspired by some of Singapore’s most spectacular architectural and botanical spaces.  

For example, the dance sequences, choregraphed by Mohamed Noor Sarman (Ballet Master of SDT) features principal dancers Kwok Min Yi and Etienne Ferrere, taking us through different acts to signify the transition Singapore is going through. 

The different dance sequences tell a story of hope and of Singapore emerging stronger. The sequence at Gardens by the Bay, showcases the opening of a flower petal, symbolising new life, while the iconic Southern Ridges represents a crossing between the past and a new future.

Complementing the beauty of the film, the music performed by the SSO and led by Principal Guest Conductor, Andrew Litton, helped to bring the visual spectacle to life and to mark Singapore’s re-emergence from the challenges we have all been facing. 

Said Roslee Yusof, Director on the experience of directing this film: “Working with both world-class talent and having the opportunity and faith of STB and TBWA\ gave me the courage to achieve my vision.  The challenge and goal were to ensure that the SSO and SDT shined in this film.  It’s one of those journeys I will always remember vividly.  Borrowing the words of Thomas Merton,  “Art enables us to find ourselves and lose ourselves at the same time.”

The SingapoRediscovers campaign will continue over the next couple of months with a series of integrated assets including several films, display and social content, and out-of-home.”

Read more on the SingapoRediscovers campaign here.


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