Singapore Global Firefighter
& Paramedics Challenge

Singapore Civil Defence Force

What’s Up?

The idea was simple. If firefighters and paramedics are everyday heroes, why not present them like the heroes many of us grew up admiring? We reimagined the campaign as a series of collectible action figure packs, with each poster designed to resemble toy packaging complete with illustrated accessories, bold graphics, and studio photography.

As the creative lead, I oversaw the design and execution of the campaign across every touchpoint. This included developing the visual concept, creating original illustrations, directing studio photography, and rolling out the campaign across posters, bus and MRT advertisements, event banners, and supporting print collaterals.

What I enjoyed most about this project was seeing how one simple idea could scale into a complete visual system. By carrying the packaging concept consistently across every application, the campaign celebrated our everyday heroes in a way that felt playful, memorable, and instantly recognisable.