Based in Singapore, Methodist Welfare Services was well aware that having any defining characteristics or traits in the human characters could cause possible outrage due to race-characterisation of who they may help. They also needed to showcase key stats and make them relatable to the public at large. The resultant video should also have adequate assets to be repurposed into digital collateral.

We developed a minimalistic and race/gender neutral art style to encapsulate their key messages without attention being drawn to unnecessary issues.

We also used various visual analogies to showcase important statistics about the needy in Singapore and structured the video to build up towards a call-to-action at the end to request donations from kind souls.

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