Celebrating Singaporean Families Across Generations
Year
2025
Services
Experiential Design
Out-of-Home
Client
Families for Life
Overview
Featured at the National Family Festival (NFF), the "Real Families, Real Stories" (RFRS) campaign was a ground-up initiative celebrating the authentic journeys of Singaporean families across generations. The objective was to cultivate deep community reflections on family bonds through an integrated, cross-channel ecosystem. This encompassed a multi-sensory interactive exhibition booth, an expansive cross-line MRT train Out-of-Home (OOH) campaign, and a sustaining social media framework managed under Families for Life (FFL).
Featured at the National Family Festival (NFF), the "Real Families, Real Stories" (RFRS) campaign was a ground-up initiative celebrating the authentic journeys of Singaporean families across generations. The objective was to cultivate deep community reflections on family bonds through an integrated, cross-channel ecosystem. This encompassed a multi-sensory interactive exhibition booth, an expansive cross-line MRT train Out-of-Home (OOH) campaign, and a sustaining social media framework managed under Families for Life (FFL).
My Role
Collaborating closely with the Art Director, I served as the Lead Experiential Designer, responsible for mapping the spatial layouts, designing interactive user interfaces, and scaling the campaign's visual narrative across physical, transit, and digital touch points:
Exhibition Design & Spatial Planning: Co-designed the "Time Machine" interactive exhibition booth, translating family narratives into a physical journey through time (Past, Present, Future). Utilising Figma for real-time spatial blueprinting and layout collaboration, I curated the thematic environments:
The Past: A nostalgic, retro-inspired room styled with vintage furniture to ground deeply sentimental stories.
The Present: A vibrant, neon-lit room featuring branded photo walls for immediate social sharing and large photo-strip installations.
The Future: A space utilising mirrors to create a reflective atmosphere symbolising family aspirations and dreams.
UI/UX System Design: Lead the end-to-end user journey and interface for a digital scrapbook photo booth on-site. I designed intuitive UI/UX workflows and structured customisable digital templates and sticker packs. This streamlined system aligned strictly with RFRS brand guidelines, successfully capturing user-generated content (UGC) to fulfil the campaign's storytelling objectives.
Transit OOH Campaign: Adapted the graphics for a MRT campaign spanning North East Line (NEL), Downtown Line (DTL), and Mainlines. I mirrored the exhibition's temporal theme (Past, Present, Future) across the train cabins, strategically integrating reflective, high-contrast text prompts (such as "What’s your most treasured memory growing up?"), to drive audience engagement and prompt digital story submissions during daily commutes.
Integrated Social Media Framework: Designed a cohesive suite of social media templates for FFL’s official channels. I established a visual framework to highlight selected story submissions, ensuring campaign sustenance, and fostering a shared sense of community online.
Collaborating closely with the Art Director, I served as the Lead Experiential Designer, responsible for mapping the spatial layouts, designing interactive user interfaces, and scaling the campaign's visual narrative across physical, transit, and digital touch points:
Exhibition Design & Spatial Planning: Co-designed the "Time Machine" interactive exhibition booth, translating family narratives into a physical journey through time (Past, Present, Future). Utilising Figma for real-time spatial blueprinting and layout collaboration, I curated the thematic environments:
The Past: A nostalgic, retro-inspired room styled with vintage furniture to ground deeply sentimental stories.
The Present: A vibrant, neon-lit room featuring branded photo walls for immediate social sharing and large photo-strip installations.
The Future: A space utilising mirrors to create a reflective atmosphere symbolising family aspirations and dreams.
UI/UX System Design: Lead the end-to-end user journey and interface for a digital scrapbook photo booth on-site. I designed intuitive UI/UX workflows and structured customisable digital templates and sticker packs. This streamlined system aligned strictly with RFRS brand guidelines, successfully capturing user-generated content (UGC) to fulfil the campaign's storytelling objectives.
Transit OOH Campaign: Adapted the graphics for a MRT campaign spanning North East Line (NEL), Downtown Line (DTL), and Mainlines. I mirrored the exhibition's temporal theme (Past, Present, Future) across the train cabins, strategically integrating reflective, high-contrast text prompts (such as "What’s your most treasured memory growing up?"), to drive audience engagement and prompt digital story submissions during daily commutes.
Integrated Social Media Framework: Designed a cohesive suite of social media templates for FFL’s official channels. I established a visual framework to highlight selected story submissions, ensuring campaign sustenance, and fostering a shared sense of community online.
Impact
3-Zone Exhibition Booth • 1 Digital Photo Booth • Multi-Line MRT Train Ads
Features: A themed walkthrough layout, an easy-to-use digital scrapbook photo booth interface, MRT train ad campaign with reflective text prompts, and cohesive social media templates.
Outcome: Delivered a unified, cross-channel experience that bridged physical spaces with transit marketing, transforming commuters and event attendees into story contributors for RFRS.
3-Zone Exhibition Booth • 1 Digital Photo Booth • Multi-Line MRT Train Ads
Features: A themed walkthrough layout, an easy-to-use digital scrapbook photo booth interface, MRT train ad campaign with reflective text prompts, and cohesive social media templates.
Outcome: Delivered a unified, cross-channel experience that bridged physical spaces with transit marketing, transforming commuters and event attendees into story contributors for RFRS.
