The Dream Makers 2
Campaign Visual Direction
Overview
A full campaign visual system developed for a blockbuster drama by Mediacorp, featuring a star-studded cast from Singapore, Taiwan, and Hong Kong.
The project covered creative direction, art direction, design, and photography, alongside the planning and execution of campaign visuals across multiple markets.
The Challenge
To create a distinctive and elevated campaign for the second season of a highly successful series, while managing a 12-member A-list cast across different regions.
The campaign needed to surpass the visual identity of the first season and leverage the star power of the cast to generate renewed interest and anticipation.
Approach
The campaign was structured to maximise impact and visibility:
- Key Visual
A main campaign image featuring the full ensemble, designed to establish scale, glamour, and tension - Sustaining Visuals
A series of supporting visuals grouped by narrative arcs to maintain engagement throughout the campaign - Market Adaptation
A variant design tailored for the China market to support regional promotions
A shift in visual direction was introduced, moving from the black-and-white treatment of the first season to a full-colour, high-gloss aesthetic.
Concept
Built around the theme “Only one will rule the station,” the campaign explores ambition, power, and the hidden dynamics of the media industry.
A Chinese tagline was developed:
“星星如此耀眼，只因幕后无比黑暗”
(The stars shine so brightly only because the darkness behind is profound)
This dual-layer concept connects narrative and visual language. The polished, high-fashion portrayal of the cast reflects their status as “stars,” while the night skyline introduces a darker backdrop, symbolising the unseen forces within the industry.
Through controlled expressions, body language, and composition, the visuals convey tension and rivalry, creating a cohesive system that reinforces both story and spectacle.
Execution
The project was executed with full creative oversight across all visual elements:
- Creative direction and campaign strategy
- Art direction and visual system development
- Photography and image production
- Styling direction across wardrobe, hair, and makeup
- Design adaptation for multiple formats and markets
The visuals were deployed across social media, editorial platforms, and promotional materials in both Singapore and China.
Outcome
The campaign delivered strong visibility and audience engagement:
- High viewership ratings for the series
- Strong media coverage across regional platforms
- A distinctive and elevated visual identity that reinforced the scale and appeal of the production
Like what you see? If you have a project that needs this level of creative thinking and execution — let’s talk.