1Please give us a brief bio of yourself, your company, job profile, etc.
We are the proud owners of Hamilton & Sherwind Pte Ltd. Sebastian had more than 20 years of working experience in big agencies such as Saatchi & Saatchi. As for Alex had diverse experience working in different companies such as ZenithOptimedia & Disney. So Alex is very experienced in strategic planning, video production, content creation, social media & events management. Hence, with our complementary skill sets, we have decided to come together to form an integrated marketing agency based in Singapore with the network to service clients in the South East Asia region as well. Both of us have different roles in the company; Sebastian is more focused on business development and client servicing whereas Alex is more into strategic and creative development. And we are a rare pair of brothers working together in this industry.
2Tell us a bit about your business and what you do.
We are an integrated marketing agency in Singapore where we can offer branding, media planning, video production, social media management, event management, and content creation services. We have worked with multiple multinational companies such as AIA, PricewaterhouseCoopers (PwC), Meyer and SHARP.
3Congratulations! As the winner of the 2019 Muse Awards, what does it mean to you and your company and team to receive this award distinction?
Winning the award is a recognition to the company and team’s hard work and dedication in wanting to deliver creative yet results-driven campaigns for our clients. It is also a form of appreciation for the AIA Singapore client in taking such a brave move to do a kid's music video for the very first time.
4Can you explain a bit about the winning work you entered into the 2019 Muse Awards, and why you chose to enter this project?
We submitted the AIA Singapore kids music video call Dance, Dance, Dance with Buddy. The music video was created to engage young parents with kids. Hence, we used vibrant colors, fun animation, simple dance steps and easy to sing along a song to attract the kids and their parents. In line with the AIA Vitality program, we have also made the music video to feel vibrant to advocate the active lifestyle. We chose to submit this project as it is a good representation of our in-house team’s animation, videography, post edit, and graphic design abilities. Having garnered more than 160K views on YouTube only within 2 months also reflected that our work is connecting well with the desired target audience, bringing the desired result for the AIA Singapore client.
5What was the biggest challenge with this project?
We had to complete the entire music video within 2 months in time for the AIA Singapore launch event in early Jan. As there was an extensive load of work yet to be done from animation, graphic design, casting, song composition, etc, we were fortunate to have made it in time with the client’s smooth approval process.
6Where do you see the evolution of creative industry going over the next 5-10 years?
The creative industry needs to produce campaigns that are more engaging and peer-to-peer communication rather than top-down communication by having more relatable, caring and empathetic elements.
7What is your key to success? Any parting words of wisdom?
There is a need to find a good balance between creative excellence and garnering results for the clients.