Title: “Clones” | Client: SkillsFuture Singapore | Media: 60 Secs TV Commercial | Art Director: Russell Fong
SkillsFuture - “Clones” TV Commercial
Concept Description and Objectives:
The creative rationale for the 60-second TV commercial titled “Learn for a BETTER YOU” for SkillsFuture Singapore is to highlight the importance of continuous skill upgrading for individual professionals. The concept focuses on the idea that acquiring additional skill sets can make professionals more versatile and competitive within their industries.
The TV commercial takes a quirky, graphic and isometric approach in storytelling, using seamless transitions to depict three distinct scenarios. In the first scenario, a fashion designer stands out among thousands of similar-looking designers by possessing an extra skill in e-commerce. This highlights the power of acquiring additional skills to differentiate oneself. Similarly, the second scenario features an aircraft engineer working in a large hangar surrounded by other engineers performing the same tasks. However, this engineer stands out by possessing an additional presentation skill set, which sets him apart from the rest. In the third scenario, a multitude of programmers is shown working in rows of cubicles. One programmer gains prominence by acquiring an extra skill set in cyber security, highlighting the value of specialised skills in a competitive industry.
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