Silver Spike

Demo Film

Presentation Image

Product / ServiceSINGAPORE
CategoryB04. Overall Functional Design
Production 2 AIRBAG Melbourne, AUSTRALIA


Name Company Position
Hagan de Villiers TBWA\Singapore Executive Creative Director
Gary Steele TBWA\Singapore Executive Creative Director
Anam AS TBWA\Singapore Creative Director
Marvin Liang TBWA\Singapore Senior Art Director
Lena Paik TBWA\Singapore Copywriter
Toby Thurston TBWA\Singapore Head of Techonolgoy
Mandy Wong TBWA\Singapore Managing Partner
Ellen Tan TBWA\Singapore Brand Director
Jerine Lee TBWA\Singapore Brand Manager
Sariyanti Sannie Sixtoes Agency Producer
Nash Tan TBWA\Singapore Project Manager
Adrian Bosich Airbag Managing Partner
Steven Nicholson AIRBAG Productions Technology Director
Aaron Wilson AIRBAG Productions Director
David Curry AIRBAG Productions Producer
Nick Venn AIRBAG Productions Producer
Aaron Wilson Airbag Ofline
Janice Tay SixToes.TV Offline
Amos Tan SixToes.TV Offline
Edel Rafferty Airbag Colour Grading
Ryan Brett Airbag Online
Daniel MacNish Airbag Tech Assistant
Nick Pledge Airbag Model Maker

Describe the creative idea

Singapore is innovative, modern, progressive, artistic. So when it came to showcasing it to the world, it had to be well, innovative, modern, progressive, artistic. So we created the City Of Possibilities (CoP)—an entire country packed into a suitcase, and shipped around the world. How? By harnessing the world of tactile and technology. We reimagined the Singapore map. Distorting its scale to pack the entire city into a 1.8m by 1m table, and reinterpreting its landscape to create a whimsical representation of the city. With a physical avatar, you could navigate and explore around the city through immersive 360 location spheres. Hop around, hang out with locals, catch a concert, chill on the beach, marvel at the Supertrees or wander through an aquarium—over 40 mixed-media content showcased the sights, sounds and stories of Singapore.

Describe the execution

The project ties together a variety of skills and touchpoints; technology, design and content. We begin by crafting a city model that's big enough to have presence, small enough to experience an entire city an arm's reach. Buildings, trees, roads and even the river were carefully designed and constructed to be sturdy but playful and approachable. To arrest the attention of delegates mindlessly grazing through hundreds of event stands, we introduced users to their personal avatar, enticing them to discover the many surprises hidden in the CoP. Upon placing their avatar on various RFID-tagged landmarks, users were served up a 360 visual feast of the location that they could control and navigate freely. To encourage deeper exploration, we featured various hotspots in each landmark to enrich each explorer’s journey in Singapore. Over 40 mixed-media content were built into a multi-layered cross-platform world, all engineered with binaural sound technology that reacted to the avatar's movements. The execution of the content drew explorers further into the sights and sounds of Singapore with various techniques such as the clever use of spatial audio, characters that spoke directly to camera, as well as camera approaches that simulated a first person’s experience. Visually, CoP was deliberately simple, playful and accessible, while the user experience was designed with a sense of play to create distinction and stand out from a more serious corporate context.


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