Projects
Beverage Container Return SchemeBrand Strategy
Samsonite APAC Communication Strategy
Shop–House By DECK Brand Strategy
Whoscall Brand Strategy
Singapore Polytechnic Campaign Strategy
Flexpay
Brand StrategyBengal Tiger Line Brand Strategy
Writing/Editing
Raffles Hotel Singapore Copyediting
Milan Design Week Copywriting
President*s Design Award Editing
STPI Social Media Writing
Saison International Content Writing
Singapore Design WeekContent WritingEconomic Development Board Content Writing
Aubette Café Brand VoiceSingapore International Photography Festival Campaign Writing
Taipei American School Content Writing
Long-form Writing 4 Funsies
A Gift For the Beast
Slouching Towards Singapore
No Dick, No Kick? Queer Women Are Sick of the Constant Male Credit
Sex, Toilets, and Video Calls: How are Singaporeans Getting Off in a Pandemic?
Alex G’s Lonesome Crowded West
About
Project, Client
01 Overview
03 The idea
Define Your Possible Campaign for Singapore PolytechnicContent Strategy
Copywriting
Singapore Polytechnic (SP), the nation’s first and namesake polytechnic, predates the nation’s independence. Synonymous with applied education in Singapore, SP is known for its rigorous curriculum—a standard that has stood the test of time.
Practice Theory was engaged to conceptualise its 2024–2026 recruitment campaign. As the lead copywriter, I conducted profile interviews, developed scripts, and wrote visual and social copy across bus stops, MRT stations and digital platforms for its initial run in 2024 and reprise for part-time courses from late 2025 into 2026.
SP’s existing communications also support this narrative. Their tagline, “It’s So Possible”, hints at an understanding that there are many versions of success. A quick glance at other polytechnics’ recruitment campaigns further displayed a heavy reliance on AI-generated content, with glossy visuals that overlooked the importance of human connection and authenticity. In response, we pushed SP to stand out, not blend in. And what better way to showcase the power of real stories than straight from SP’s diverse and accomplished alumni—from doctors to entrepreneurs to architects.
“It’s So Possible” evolved into the more agency-centred “Define Your Possible”. The campaign tagline shifted possibility from a promise into an active choice, placing the power to shape a future in the hands of students. At the same time, it reassures parents that an SP education does not limit their children’s futures, but gives them the flexibility to define success on their own terms.
02 Define
04 Execution
Through a series of informal interviews with alumni of all disciplines and walks of life, prospective and current students and their parents, we found that SP has consistently embraced a progressive and holistic approach to education, adapting to societal and technological shifts.
Attitudes towards polytechnic education had shifted, with more people recognising it as a viable route to university. Yet many parents remained anxious that choosing a polytechnic might narrow their children’s futures. In reality, the flexibility of an SP education creates diverse pathways to success—whether through a career, further study or something less conventional. Even years after graduating, its alumni continued to value the opportunities and possibilities the institution had unlocked for them. So how do we succinctly communicate reassurance to both students and their parents?
With a story-led approach, we collaborated with creative production studio AMOK to bring this vision to life. Using a distinctly editorial style for videos and out-of-home advertisements, we set an intimate and aspirational tone, emphasising the real-life achievements of SP’s alumni. Snappy and eye-catching, the campaign brings potential students and their parents closer to the assurance that SP offers—one that inspires ambition for a fulfilling future, no matter the path taken.
...and our MRT ads went viral on SG Gay Twitter too haha....