Unlabel Campaign
Client: SPD | Agency: Societal | Role: Associate Creative Director | Market: Singapore | Year: 2024
While much has changed in the past 60 years, the journey toward full inclusivity is far from complete. Accessibility has improved — with innovations like wheelchair-friendly escalators — but progress risks slowing if we only look back at past achievements.
Aspiration sparks inspiration. If we can imagine a future where today’s breakthroughs become obsolete, we can keep pushing the boundaries of what’s possible for people with disabilities.
For SPD’s 60th anniversary, we dramatised both today and tomorrow. By showing how current advancements could one day be considered old-fashioned, we invited people to think about what comes next. After all, if the escalator for wheelchairs is today’s norm — what will tomorrow’s look like?
Aspiration sparks inspiration. If we can imagine a future where today’s breakthroughs become obsolete, we can keep pushing the boundaries of what’s possible for people with disabilities.
For SPD’s 60th anniversary, we dramatised both today and tomorrow. By showing how current advancements could one day be considered old-fashioned, we invited people to think about what comes next. After all, if the escalator for wheelchairs is today’s norm — what will tomorrow’s look like?
3D Models by Cut Mix and Color
Associate Creative Director: Kazhar Ali | Art Director: Claire Chang | Photographer: Ugly Carrot
Check out the behind-the-scenes reel here.
Check out the behind-the-scenes reel here.
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