Singapore Art Week 2025 – Art Takes Over
For the 13th edition of Singapore Art Week, we brought to life the idea that “Art Takes Over” — a campaign that invited the public to experience how art permeates every corner of the city and every one of our senses.
I led the creative direction and social campaign development, shaping how this year’s theme evolved across digital platforms — from launch teasers to dynamic video content and Instagram stories that turned art into a multisensory takeover.
Drawing from the key visual of kaleidoscopic sensory icons, our content series merged vibrant collages, rhythmic typography, and sensory metaphors to show that art isn’t confined to galleries — it spills into everyday spaces, conversations, and emotions. Each piece of content was designed to make viewers feel art: to see, hear, touch, and even taste it through motion, rhythm, and human reaction.
The launch film and social rollout built anticipation for over 180 art experiences across Marina Bay, Civic District, Bras Basah Bugis, Gillman Barracks, and Tanjong Pagar Distripark — transforming familiar spaces into living canvases.
Ultimately, the campaign didn’t just announce an event — it captured a feeling: that moment when art takes over completely.
