Scaling Singapore Night Festival: A Multi-Channel Campaign
Year
2025
Services
Out-of-Home
Display Ads
Client
HeritageSG
Overview
Marking its 16th edition, the Singapore Night Festival (SNF) returned as a premier cultural activation celebrating the nation's rich island heritage through immersive installations and experiential programming across the Bras Basah.Bugis precinct. Collaborating with the festival's appointed main creative agency, the marketing objective was to translate their core key visuals across highly visible consumer touchpoints—capturing foot traffic through monumental Out-of-Home (OOH) environmental graphics at high-density transit hubs and driving digital conversions via a targeted programmatic ad campaign.
Marking its 16th edition, the Singapore Night Festival (SNF) returned as a premier cultural activation celebrating the nation's rich island heritage through immersive installations and experiential programming across the Bras Basah.Bugis precinct. Collaborating with the festival's appointed main creative agency, the marketing objective was to translate their core key visuals across highly visible consumer touchpoints—capturing foot traffic through monumental Out-of-Home (OOH) environmental graphics at high-density transit hubs and driving digital conversions via a targeted programmatic ad campaign.
My Role
As the Adaptation Designer, I was responsible for scaling and transforming the main creative agency’s key assets into digital display ads and large-format physical installations:
Experiential OOH & Art Direction: Adapted festival visuals for two large OOH walls at Bugis+ and the SAM @ 8Q. To push the boundaries of passive viewing, I integrated physical decorative mirrors over the kaleidoscope key assets, creating a dynamic, light-catching installation that reflected the environment to capture the attention of passersby.
Structural Space Optimisation & Contextual Wayfinding: To account for the curvature, seams, and dents of the physical hoarding, I strategically mapped out the information hierarchy, ensuring that essential details (such as festival dates, precinct maps, and localised highlight acts within walking distance) were positioned at human eye-level for optimal legibility and high-density information retention.
Multi-Dimension Programmatic Adaptation: Scaled the core visual identity into digital programmatic display ads across 10 dimensions.
As the Adaptation Designer, I was responsible for scaling and transforming the main creative agency’s key assets into digital display ads and large-format physical installations:
Experiential OOH & Art Direction: Adapted festival visuals for two large OOH walls at Bugis+ and the SAM @ 8Q. To push the boundaries of passive viewing, I integrated physical decorative mirrors over the kaleidoscope key assets, creating a dynamic, light-catching installation that reflected the environment to capture the attention of passersby.
Structural Space Optimisation & Contextual Wayfinding: To account for the curvature, seams, and dents of the physical hoarding, I strategically mapped out the information hierarchy, ensuring that essential details (such as festival dates, precinct maps, and localised highlight acts within walking distance) were positioned at human eye-level for optimal legibility and high-density information retention.
Multi-Dimension Programmatic Adaptation: Scaled the core visual identity into digital programmatic display ads across 10 dimensions.
Impact
2 OOH Walls • 10 Programmatic Display Ad (Static & Animated)
Features: Experiential mirror overlays, localised contextual wayfinding, and responsive digital ad variations.
Outcome: Successfully synchronised physical ambient marketing with digital targeted ads, transforming a standard construction hoarding that boosted festival awareness.
2 OOH Walls • 10 Programmatic Display Ad (Static & Animated)
Features: Experiential mirror overlays, localised contextual wayfinding, and responsive digital ad variations.
Outcome: Successfully synchronised physical ambient marketing with digital targeted ads, transforming a standard construction hoarding that boosted festival awareness.
