What If A Renegate Robot Menace Attacked Singapore?
Client: DSTA Singapore
Agency: Edelman
ECD: Sotomayor Omar
Art Lead: Khoi Phan
Art Director: Hasif Ismail
Copywriter: Xavier Tan
Social activation for Defence Science and Technology Agency (DSTA) recruitment campaign.
Imagine a world where Singapore was attacked by an unknown AI robot menace. Do we have the capabilities to defend ourself from such cyber attacks? Even with our defense systems, we need to eliminate the threat from ever coming back to haunt.
The brief was to create a social recruitment campaign for STEM students, showing the capabilities of DSTA and getting the TA interested in joining the team. Working with my ECD and Copywriter, we brainstormed various ideas, pitching back and forth to the client and working out a way to formulate the idea with an extremely tight budget. In the end, after several months of working on this campaign, we produced an animated short film that depicts DSTA’s capabilities in a more pop culture, relatable scenario according to the TA.
Posting the IGS polls on the DSTA account, we seek our target audience’s interest in seeing what threat DSTA is capable of handling. Selecting the poll with the highest number of request, we geared the campaign towards averting an AI robot menace.
Full campaign video
We came up with the idea and story line of the campaign, getting advice from the client on what tech we can showcase and whats confidential. Accuracy to real current tech was important such that we don’t lead the target audience on with fantasies.