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Hi, I’m Elrid

Copywriter / Senior Creative Director
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Beneath Singapore’s glossy exterior, beneath the bright city lights, there’s something else that burns brightly, Passion. We took the focus away from the landmarks and tourist attractions. We wanted to show that Singapore is much more than the sum of its numerous attractions. It’s constantly evolving, reinventing, and reimagining itself, with people who are passionate about creating new possibilities. 
ROLE: Writer/Creative Director

AWARDS
2X BRONZE SPIKES, Spikes Asia - Film Craft
 SHORTLIST, Spikes Asia - Film Craft
GOLD Gong, CCA Singapore - TV & Cinema Commercial
GOLD Gong, CCA Singapore - Online/Viral Film
GOLD Gong, CCA Singapore - Cinematography
GOLD Gong, CCA Singapore - Production Design/Art Direction
GOLD Gong, CCA Singapore - Best Use of Music
GOLD Gong, CCA Singapore - Direction
SILVER Gong, CCA Singapore - Script
SILVER Gong, CCA Singapore - Sound Design
SILVER Gong, CCA Singapore - Casting
SILVER Gong, CCA Singapore - Editing
SILVER Gong, CCA Singapore - Art Direction
FINALIST, Epica Awards


Passion Made Possible Integrated


Launch Film


The People Behind The Scenes



Tribe Films
To tell a deeper story about the island and all of its passionate people, we created tribe filmsfor people to connect with like-minded people who share similar passions. It’s where foodies, explorers, collectors, action seekers, culture shapers, and socialisers meet―and new experiences are created every day.

Passionate about places and spaces?


Passionate about tastes and textures? 


Passionate about cuts and colours? 


Where Passions Meet




Passion Ambassador Films
We then turned the spotlight on individuals, our very own Passion Ambassadors, who have made their passion a possibility in Singapore.

Nature Guide and Wildlife Consultant


Amateur Skateboarder and Sneaker Designer


Traditionalist and Michelin-starred Chef