A poster design for Netflix Singapore's National Day Campaign where they want to introduce classic local tv shows and movies to the new generation. Teaming up with Nicole Leão, our chosen title was "Phua Chu Kang" as it stood out the most to the elder we had conversation with.
The things that stood out to our elder were the use of Singlish in the show and Phua Chu Kang's iconic features like his mole, hair, and boots. After our elder mentioned that the new generation might have difficulty understanding the prominent use of Singlish, we decided to draw the catchphrase "use your brain" in a non-legible way, including a subtitle underneath. Art direction was hugely inspired from the 60s/70s as our elder mentioned it reminds them of contractor back then.
Earlier Sketches — the concept behind these sketches because our elder mentioned how she likes watching the show while cooking
Final Concept
Other Variations of the Poster
