Ang Mo Kio Town Council, Singapore
Brand Story Film, Behind-The-Scenes
The Challenge: Many residents are unaware of what goes on behind the scenes in the districts they live in. We were tasked to create a brand story film for Ang Mo Kio Town Council that showcases the day-to-day responsibilities of property officers — ensuring residents’ requests are addressed, maintaining cleanliness and safety, managing upkeep, and solving issues efficiently.
The key challenge was to communicate all of this without making the film feel hard-selling. Instead of promoting services directly, we wanted to show residents what truly happens behind the scenes.
The Strategy: We created a documentary-style film that follows the property officers throughout their day.
From house visits and shop inspections to park maintenance, trimming greenery, and ensuring public spaces are well kept — we captured the full scope of their responsibilities. We even documented late-night visits to hawker centres, including pest control efforts and checks to ensure everything is in order before stores open the next day.
We intentionally moved away from heavy narration. Instead, we focused on observing the officers at work, adding minimal captions to explain their tasks. The goal was simple: to reassure residents that the Town Council genuinely cares and that they have their community’s back.
The Outcome: The video was screened during a grassroots event and was seen and approved by Lee Hsien Loong.
The film was later published on the Town Council’s website, allowing residents to better understand and appreciate the work happening within their community. Following its success, more videos were produced in alignment with the brand story — featuring key personnel, property officers, and residents.
Overall, the film became a valuable long-term asset for the Town Council’s website and social media, strengthening transparency, trust, and community connection.