CREATIVE DIRECTOR / ART DIRECTOR
IT'S NOT CRAZY. IT'S THE NAVY.
REPUBLIC OF SINGAPORE NAVY
How do you get Gen Z to join the Navy?
Especially in Singapore, where a military career is rarely a top choice, and “Siao ah?” is often the immediate reaction to anyone who even considers it. Let’s be real. It’s not glamorous. It’s not easy. And it’s usually not on anyone’s dream career list. But that’s precisely why it matters.
Because it takes a different kind of drive, the type of Gen Z has. Grit. Purpose. To fight for a cause, not just a paycheck. So we didn’t sugarcoat it. We told them the truth. And in that truth, they saw something worth showing up for. For Gen Z, being crazy for something meaningful isn’t a flaw. It’s a calling.
And that’s how crazy led the way.
Awards – IT'S NOT CRAZY. IT'S THE NAVY. (Film)​
​​Creative Circle Awards: 5 Silvers, 4 Bronzes, 2 Finalists
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Awards – IT'S NOT CRAZY. IT'S THE NAVY. (Key Visuals)​
​​Creative Circle Awards: 3 Silvers, 1 Bronzes
IT'S NOT CRAZY. IT'S THE NAVY.
KEY VISUALS – IT'S NOT CRAZY. IT'S THE NAVY.
“It’s not crazy, it’s the Navy” didn’t just flip the script on military advertising in Singapore, it became part of meme culture and propelled the Navy from one of the least-considered military careers to the second-most popular, all within five years.
But times have changed. So have Gen Z’s priorities. Their views on careers, purpose, and service have evolved.
The Navy needed to adapt and we helped them do just that. Boldly. Honestly. Unforgettably.
Awards – NAVY. IS IT CRAZY...?​​​
AdFest: Production House of the Year, 2 Golds, 1 Silver
Spikes Asia: 1 Gold, 1 Silver
NAVY. IS IT CRAZY...?