Changing a nation's behaviour is one of the hardest briefs in advertising. As Art Director on the Monetary Authority of Singapore's e-payments campaign, the work was about making the shift from cash to digital feel not just easy, but obvious — normalising a new habit across an entire country through film and above-the-line. And we didn't just show it, we made it singable.

A campaign jingle gave the whole thing a life of its own — the kind of earworm that follows you to the hawker centre, taps along while you queue, and reminds you to just scan and pay. The creative challenge was keeping it relatable without being patronising, speaking to everyone from hawker centre regulars to office workers, and making e-payments feel like a natural part of everyday Singaporean life. A campaign that had to be clear, warm, fun, and impossible to ignore.