Singapore Pavilion,
Expo 2020 Dubai

Approach

I worked on the integrated communications campaign for the Singapore Pavilion at Expo 2020 Dubai, collaborating with government stakeholders including Urban Redevelopment Authority and architectural partners such as WOHA. The Singapore Pavilion became widely recognized for its immersive “City in Nature” concept, transforming the national pavilion into a lush multi-sensory environment that attracted strong international attention throughout the Expo.
 

As Social Media Associate and Designer, I worked in a team that developed and managed a high-volume content ecosystem across social media and PR touchpoints over a six-month period, producing hundreds of assets that extended the Pavilion experience beyond the physical site. Content strategy was structured around multiple narrative pillars — including architecture, sustainability, culture, food, biodiversity, events, and visitor stories — allowing audiences to intuitively navigate different aspects of the Pavilion experience while maintaining consistency across touchpoints.

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A key consideration throughout the campaign was audience journey and sequencing: how audiences encountered the Pavilion before visiting, while experiencing the space onsite, and after engaging with it online. We carefully balanced informational content with more human and atmospheric storytelling surrounding visitors, workers, performances, and Singaporean culture in order to create varied emotional pacing and sustained audience engagement throughout the campaign lifecycle.

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Given the scale of global media coverage and social engagement surrounding the Pavilion, another major challenge was organizing and synthesizing large volumes of incoming information across traditional media, digital publications, and social platforms. To manage this, we categorized mentions by themes, sentiment, and engagement type, allowing us to identify recurring audience interests and adapt content priorities in near real-time. In parallel, we introduced motion content and stitched video edits to create more immersive and interactive digital extensions of the Pavilion experience.​

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考え方

シンガポールパビリオン（2020年ドバイ国際博覧会）の統合コミュニケーション施策に携わり、政府機関や建築事務所WOHAなど多様なステークホルダーと連携しながら、SNS運用・PR・コンテンツ制作を担当。約6か月間で数百点規模のコンテンツを制作し、来場前・来場中・来場後を含めたパビリオン体験をデジタル上へ拡張した。

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建築、サステナビリティ、文化、自然、イベントなど複数のテーマに沿って情報を整理し、ユーザーが直感的に理解・回遊できる情報設計を意識。大量のメディア・SNS上の反応も継続的に分析し、ユーザー行動や関心に応じてコンテンツ戦略を柔軟に調整した。静止画に加え、動画・モーションコンテンツ制作も行い、一貫性のあるブランド体験と没入感のあるデジタルコミュニケーションを実現した。