Y Coaching Academy, Singapore
Brand Story Film, Client Stories
The Challenge: Y Coaching Academy, led by founder and career coach Yee Eng, operates in a space where many coaching services appear similar online. Career coaching is personal and important, yet potential clients often struggle to choose the right coach or understand what the experience will actually feel like.
The goal of the brand story film was to humanise the academy and showcase Yee Eng’s personality and approach. Coaching is not just about frameworks or advice — it is about trust, understanding, and growth. By demonstrating who Yee Eng is and how she works with clients, the video aimed to reduce uncertainty and help audiences connect with the academy on a human level.
Instead of presenting polished marketing claims, the challenge was to show authenticity: letting viewers see the real coach behind the service and the supportive environment of the academy.
The Strategy: A human-first, observational approach was chosen to reflect authenticity. Prior to filming, conversations with Yee Eng revealed her bubbly, down-to-earth personality and natural ease in connecting with people. This insight became the foundation of the film.
The video opened with lighthearted bloopers and candid moments — a deliberate choice to introduce Yee Eng as approachable and genuine. Vulnerability and humour helped break down formal barriers, allowing audiences to see her as a real person rather than a distant professional.
Instead of focusing on self-promotion, the film highlighted client and coach experiences. Coaches within the academy shared their stories and the impact of their work, placing the spotlight on their journeys. This approach reinforced the idea of community and selflessness, demonstrating that Y Coaching Academy values collective growth.
By prioritising natural conversations and documentary-style observation, the video avoided corporate polish. The result was a relatable and engaging narrative that emphasised human connection — a core principle of coaching.
The Outcome: The brand story video served as a welcoming introduction to Y Coaching Academy and Yee Eng. Placed on the website and shared across platforms, it allowed potential clients to understand the academy’s values and culture before making contact.
For coaching services, written “About” pages can sometimes feel lengthy or abstract. The video bridged that gap by visually and emotionally communicating who the academy is and how it supports clients. Audiences could see the people behind the service, fostering trust and relatability.
By showcasing real voices and experiences, the content encouraged organic engagement and stronger emotional connection. Potential clients gained confidence in exploring the academy’s services because they understood the human values behind it.
Ultimately, the project demonstrated that coaching is about people. Storytelling — not marketing claims — helps audiences decide if a coach is the right fit, creating understanding and trust before any formal engagement.