All Case Studies
SingPass ServiceSG Bukit Merah
SingPass × GradePixel

Digital government,
made human.

Campaign photography for SingPass — showing how ServiceSG staff help everyday Singaporeans navigate digital services. Shot across four environments in one day, built for online and OOH use.

Client SingPass / ServiceSG
Services Corporate Photography · On-Location
Usage Digital Campaigns · OOH Advertising
0 Final images delivered
0 Environments covered
0 Talent on shoot day
1 Full day, on-location

The brief

Show digital inclusion, not just digital adoption.

SingPass needed marketing assets that showed the human side of digital government. Not interfaces and tech specs — real people being helped, in real ServiceSG environments, at every touchpoint a citizen might encounter.

The imagery had to work across two very different formats: digital campaigns where you have seconds to land an emotion, and large-format OOH placements where a single frame has to carry the whole story from 10 metres away.

The challenge was moving through four distinct environments across one government service center in a single day — meeting rooms, service counters, payment kiosks, and the main concierge — without disrupting live operations.

ServiceSG staff helping citizen on tablet

The approach

One location. Four stories.

01 — ON-LOCATION PRODUCTION
Portable lighting, government-grade access
We brought a full two-strobe setup into ServiceSG Bukit Merah. Each environment needed its own lighting treatment — the warm meeting rooms needed soft fill, the kiosk lobby needed to compete with dark ambient. We moved the entire rig four times in one day.
02 — BLANK SCREENS BY DESIGN
Every device shot with a clean white screen
Tablets, monitors, phones, kiosk displays — all captured with blank white screens. This wasn't accidental. It gives SingPass's design team total flexibility to composite UI mockups, campaign graphics, or localised content in post without a reshoot.
03 — INCLUSIVE CASTING
Real demographics, not stock models
Talent was cast to reflect the actual population using these services — a ServiceSG officer in uniform, a senior Malay woman in her 70s, and a middle-aged Chinese man in his late 50s. The images needed to feel like documentation, not advertising.

The four environments

Every touchpoint a citizen experiences.

Meeting room — private clinic consultation
Environment 01
Private meeting room
Staff and citizen seated face-to-face. Warm wood-panelled room. Simulates a clinic or benefits consultation — intimate, supportive, one-on-one.
Standing counter — open service floor
Environment 02
Service counter
Standing counter with desktop computer and mobile device. Open floor plan. Two citizen archetypes — elderly woman and middle-aged man — shot separately across this scenario.
Digital lobby — payment kiosk
Environment 03
Digital lobby / payment kiosk
Dark-walled self-service kiosk bay. Dramatic contrast from the rest of the center. Covered both guided assistance and solo self-service — a critical scenario for digital inclusion messaging.
Concierge — ServiceSG reception
Environment 04
Concierge reception
Main ServiceSG Bukit Merah reception counter with the brand signage and moss wall clearly visible. The most brand-anchored environment — ideal for OOH placements where location context matters.

Full image set

16 images. Consistent light. Campaign-ready.

The technical detail

Every screen blank. Every frame reusable.

Close-up hand with blank phone screen

One of the client's key requirements was flexibility. SingPass runs campaigns across multiple channels — social media, digital OOH, in-center displays, government portals. The UI shown on each device changes depending on the campaign.

Every device in every frame — tablets, desktop monitors, mobile phones, kiosk screens — was captured with a clean white screen. No real app UI was used on set. This means SingPass's team can composite any screen content they need without being locked to a specific campaign moment.

It sounds like a small detail. But it's what separates a one-time shoot from an asset library that's still being used two years later.

Behind the shoot

Moving a full studio rig through a live government center.

BTS — Concierge lighting setup

Reception area — two-strobe setup with octobox and parabolic umbrella

BTS — Digital Lobby kiosk setup

Digital Lobby — tethered shooting to review kiosk framing in real time

BTS — Service floor setup

Service counter floor — lighting repositioned between service bays

"

The team worked efficiently and understood exactly what we needed. The images feel authentic. They look like real people getting real help.

SingPass, Marketing Team

Work with GradePixel

Need on-location photography for a government or corporate campaign?

We bring the full studio setup to you — portable lighting, tethered shooting, and a production process that works around live operations. One day. Multiple environments. Campaign-ready output.

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