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In May, I was commissioned by J. Walter Thompson (JWT) advertising agency to photograph a series of print ads for their client, the Economic Development Board (EDB) of Singapore.

The EDB is the Singapore governmental agency tasked with planning and executing "economic strategies that enhance Singapore's position as a global hub for business, investment and talent".

The ads I was hired to shoot are part of the EDB's ongoing Future Ready marketing campaign, which is aimed at promoting the city-state, both regionally and internationally, in an effort to attract talent, investors and businesses here to Singapore.

In this specific case, the advertisements I photographed are part of a targeted campaign aimed at German executives through business-to-business (B2B) print media in Germany.  The work was a creative collaboration between the JWT Singapore and JWT Hamburg offices.  It involved me photographing three prominent German CEOs who have relocated themselves and their families to Singapore to lead the Asia-Pacific offices of their respective German organizations.

The goal of the campaign is to show that "nothing much has changed" for the CEOs since moving from Germany to Singapore.

Marc Lohoff of Conergy still has his business lunches, only here they are slightly more colourful; Dr. Jens Hardenacke of DMG still enjoys sailing his yacht, only here he can do it throughout the year; and Dr. Markus Waechter of TUM can still enjoy nature, only here it's located just minutes from the city centre.

Additionally, director Tai Heng of Moviola also created a series of online videos of Mr. Lohoff, Dr. Hardenacke and Dr. Waechter as part of this same EDB advertising campaign.  Although I did not collaborate with Tai Heng on these shorts, they were filmed in the same locations and at the same time as my still photography.  They are well produced and showcase JWT's EDB communications campaign in its entirety.

See more of my advertising photography portfolio here.