Perspectives Film Festival
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Project Overview
Perspectives Film Festival is Singapore’s first and longest-running student-led film festival, and its 14th edition ran as a fully virtual programme in 2021. As the Design Executive for PFF21, I built the festival’s public-facing narrative system for the theme “What The __?!”, then translated it into a digital campaign presence that helped audiences quickly understand the festival's point, explore the programme with momentum, and stay engaged across web and social. The edition featured 9 films and relied on digital storytelling to replace the physical cues of an in-person festival experience.
The Work
• I turned the theme “What The __?!” into a coherent narrative world that made experimental cinema feel inviting rather than niche, using a mad-scientist concept to frame curiosity, disruption, and discovery across all audience touchpoints.
• I drew from Dadaism, an early 20th-century art movement known for rejecting traditional rules and embracing absurdity, collage, and surprise, because it matched the festival’s tone of playful provocation and “unexpected” viewing.
• I created a scalable visual language and style guide so every asset reinforced the same story, including key art, film highlights, editorial graphics, merchandise visuals, and the festival’s digital environment.
• I rebuilt the website into a true festival home base, designed to guide a visitor from “What is this festival?” to “What should I watch?” to “How do I participate?” without requiring insider context.
• I restructured the information architecture so films, events, blog content, and merchandise lived in clear destinations, which made browsing feel like an intentional journey rather than a cluttered directory.
• I designed a repeatable content framework that could carry the programme across the full run, including consistent templates for film spotlights, announcements, editorial pieces, and social cut-downs that kept the festival legible at a glance.
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Impact
• The festival showcased 9 films in 2021, and the redesigned portal made programme exploration more intuitive by giving each film and programme element a clear narrative and dedicated space, rather than compressing everything into a single scroll experience.
• The campaign system helped grow the festival’s audience footprint, contributing to a 60% increase in Instagram followers by making the identity instantly recognisable and consistent across repeated posts.
• Website engagement doubled after the redesign, driven by clearer pathways from discovery to deeper exploration, and a structure that encouraged audiences to move from the theme to the programme to participation.
• Editorial and programme content acted as an always-on campaign layer, delivering 40+ story-led touchpoints across web and social that sustained visibility beyond launch week.
Enhancements
• The content engine could be expanded into a stronger weekly cadence, with structured series such as filmmaker spotlights, “why this film” explainers, and thematic mini-collections that build anticipation and guide choice.
• Audience retention could improve through post-festival packaging, including highlight reels, recap articles, and an archive that keeps films, write-ups, and festival identity discoverable year-round.
• Participation could be strengthened by standardising a clear next step across every content touchpoint, so every film spotlight and editorial post consistently drives audiences back into the programme and ticketing journey.
Related Work
A curated selection of projects that highlight my approach, creative thinking, and the outcomes delivered across different projects.
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