We started by identifying the emotions we wanted to evoke in our audience. Beyond nostalgia, we also wanted curiosity, amusement, joy, surprise and anticipation.
The most critical emotion was pride. We wanted Singaporeans to feel proud of the nation and their contributions to its economic success. We wanted them to feel confident about Singapore’s future, so they would dare to dream, aspire and strive towards possibilities.
So we used emotional hooks strategically – in both visuals and stories – throughout the experience to grab and keep our audience’s attention, prompting deeper engagement.