Chingay Parade Singapore
2020

CLIENTS
TCS Interactive | Tata Consultancy Services (Asia Pacific)
RESPONSIBILITIES
Conceptualization | Creative Direction | Visual Effects
OVERVIEW
The Chingay Parade Singapore is an annual, multi-cultural celebration of the Chinese Lunar New Year. The event offers a glimpse into the microcosm of Singapore’s vibrant global cultures that include Chinese, Malays, Indians, Eurasians and several others.

​Each year parade groups are invited to come from around the world and participate in this two-day cultural event attended by both the Prime Minister and President of Singapore, and seen by millions of people on TV.
PROBLEM
My team and I were approached by the Head of the Digital Garage for Asia Pacific (APAC) to design and produce content for any emerging technology we deemed fit. The only constraint was that it would need to compliment the TCS parade performance and messaging, and also to be delivered in six weeks time.

Because of the holidays, I had to work with four skeleton crews across three international time zones (US, India, Singapore). We explored deploying "location-based" WebXR (too early), drones (too dangerous), projection mapping (too bright), holographic walls (too fragile), before landing on individual "holographic" fans that give the illusion of floating 3D animations.
APPROACH
Prior to designing the content and flow, I researched the story and history of the Chingay Parade, and Chinese New Year celebrations and parades in general. I found there were common artifacts and symbols typically used in these celebrations that includes: Firecrackers, Chinese Dragons, Lion Dances, Chinese Lanterns, Endless Knots, and Fireworks. After getting approval from other stakeholders, we moved forward on marketing a #digitalblessings campaign with minor rearrangements of the proposed content.

Since this was the first time this technology was made mobile and being used outdoors, we had to work with several international vendors of the product before coming to the conclusion we would have to design and build the stand in-house. With daily calls and check-ins, the team in Singapore had executed the design stand flawlessly, with minimal rework in 4 weeks time.
RESULTS
The parade had recorded significantly lower numbers, about 32k out of 280k (due to the start of the Corona Virus), but it was broadcast live to over 25 million viewers throughout Asia, and seen by several millions more online since.

It was lauded by the Singapore Minister of Trade and Industry as well as the TCS Head of APAC. This built better relationships and exposure with the Singapore government as a result. Internally it opened up a new relationship, and additional source of work and revenue for our studio.
TOOLS
Pen | Paper | Illustrator | After Effects
LINKS
Official Chingay Singapore Site
​Chingay Parade 2020 Full Replay (35:55-36:30)
ADDITIONAL PROJECTS
Interaction Design
   Global Innovation Exchange Video Wall
   Carnival Safety Assembly
   Lowe's HoloLens Experience
   PACCAR HoloLens Experience
   Stanford Medical School HoloLens Experience
   HoloLens Holograms
   HeadRehab VR Rehabilitation
   Xbox One External Storage
   Xbox One Out of Box Experience
   Xbox One Digital Bundles
   Nissan Pathfinder Kinect Experience
   Planar Architectural Mosaic Displays
   Planar UltraRes MultiTouch Displays
   Autodesk FBX Review - Windows 8
   Sony Pictures Entertainment - Xbox Live App
Visualizations
   Chingay Parade Singapore 2020
   Delphi Automotive Autonomous Copilot
​   Puget Sound Energy Interactive Kiosk
   Boeing 787 Interior Visualizations
   Turn 10 Studios Logo
   Chevron Commercial - Canada
   LG Commercial - Korea
​Games
   Xbox Live Full House Poker
   Blacklight: Tango Down
   America's Army 3
   Microsoft Train Simulator 2
   Forza Motorsport 2
   Forza Motorsport
   Microsoft Game Prototype
   Project Gotham Racing
   NFL Fever 2002
   NFL Fever 2000