UNTAME X Science Centre Singapore Event Campaign
October–December 2024

+ art direction
+ content creation
+ social media

GOODSTUPH Singapore

For Science Centre Singapore and UNTAME, we set out to turn the wonderfully bizarre workings of the human mind into an adventure worth experiencing. Built around the concept More Than Meets the Mind, the campaign invited audiences to step into a surreal world where nothing is quite as it seems. Drawing inspiration from surrealism, dreamlike imagery and the curious nature of the subconscious, we created a visual world that blurred the lines between reality and imagination, making science feel a little less textbook and a lot more mind-boggling.

Bringing this world to life on social, we developed a series of playful, visually arresting content that combined STEM education with entertainment (or as we like to call it, STEMdutainment). From curiosity-inducing teasers and interactive content to trend-led, real-time event coverage, the campaign was designed to spark intrigue, drive engagement and give audiences a serious case of FOMO.

As part of creative team, I contributed to the campaign’s art direction, with a focus on conceptualising social-first ideas that translated the campaign’s surreal world into engaging, shareable content. From ideation to execution, I helped develop content that tapped into digital trends, sparked curiosity and encouraged audiences to experience UNTAME for themselves.

More than Meets the Mind Key Visual

STEAM Festival 2024: The Secret Life of Rex Key Visual

Beach Resort Murder Mystery Key Visual

More than Meets the Mind
Social content

Under More Than Meets the Mind, we gave educational content a mind-boggling twist, transforming scientific facts and concepts into something fun, relatable and engaging. From curiosity-sparking content to interactive social posts that challenged perceptions and encouraged participation, each piece was designed to entertain while making audiences think twice about what they thought they knew. All while staying true to the campaign’s surrealist art direction, where nothing is ever quite as it seems.

Different parts of our brain light up when we experience certain stimuli, so why not we show people exactly which?

A content series debunking myths about the human mind by asking our followers to turn up their phone's brightness.

We play a little game where people have to decide beyond their biases via a content series on IG stories.

We show the data of how many people changed their decisions based on a form of bias, while educating them about it.

The Secret Life of Rex
Social content

For The Secret Life of Rex, we took a more playful approach to social content, tailoring our ideas to younger audiences through gamification and interactive storytelling. From fun challenges to engaging activities, each piece was designed to spark curiosity and encourage participation, while giving audiences a sneak peek into what the event had to offer. Think learning through play, with a little extra dinosaur-sized fun.

Beach Resort: Murder Mystery
Social content

For Beach Resort, a murder mystery experience for adults, we took a more intriguing and mischievous approach to social content, drawing audiences into the mystery before they even stepped foot into the event. From spotting anomalies and discovering their detective personalities to deciphering cryptic clues online, each piece was designed to spark curiosity, encourage participation and offer a taste of the mystery waiting to be unravelled. After all, who doesn’t want that chance to be Sherlock Holmes for once?

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And of course, what better way to capture the experience than spending 72 hours at Science Centre Singapore, filming, creating and turning around content well into the wee hours of the night? A fun, slightly delirious adventure that involved seeing the Science Centre in a completely different light. Also, have you ever been to KidsSTOP at 10pm? Because I have, and I can confirm it's significantly scarier without the kids.

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ART DIRECTION GRAPHIC DESIGN ILLUSTRATION SOCIAL MEDIA BEING CHRONOLICALLY ONLINE CONTENT CREATION CRAFT MAKING ARE MY PASSION