Social Videos

MOH CareShield Life

Three videos for MOH's CareShield Life campaign, blending live action with 2D animation to make a government message feel fresh, playful, and relatable.

Challenge

MOH and GOVT approached us to help connect CareShield Life’s message with Singaporeans through characters representing different generations. Our task was to bring these characters to life in a way that felt fresh, engaging and relatable, without slipping into stereotypes.

Approach

We wanted to tell the stories of Ms Noh Soh Suay, Mr Manej Mani and Mr Lukfar Ahed differently. Instead of the usual talking-head or medical explainer style, we leaned into a direction that would make a corporate video feel “uncorporate.” It was a playful approach that blended live action with 2D animation across three different videos, each with a distinct personality. Scenes were planned with both worlds in mind, from camera movements to how characters transitioned between the real and animated spaces. Everyday moments like falling ill or facing financial stress were then turned into emotional hooks to ground the policy in reality.

Outcome

The result was a campaign that stood out from typical government videos. It was vibrant, relatable, and spoke directly to a younger audience. Proving that policy communication can be creative too, while still bringing the message to life in a way that truly connected with Singaporeans.