BeyondPictures Social MEdia

Client: BeyondPictures Cinematography
ROLE: Content Lead

I worked on the brand personality and voice for @beyondpicturessg from 2018-2021, increasing their follower count by 38%.

The bosses and I sat down and hashed out what the brand stood for, the market segment we wanted to target, and what brand personality might attract them.

The brand personality and content reflects the company’s values – a slightly sentimental brand who understands that weddings are more than the couple. They’re about celebrating the importance of family.

This was also an excuse to try my hand at poetry.

Content for IG Posts

What do you write when your visuals speak for themselves?

I came up with a writing style for the brand that used a little bit of artistic flair to match our eye candy.

Caption:
A sunny December morning for a change, how about that?

A candy coloured bouquet and technicolour tie are enough to know that Eugene and Amber want to make a statement. And that's kind of a reflection of how Eugene expresses his love, by making sure Amber has the best and most vibrant of what life has to offer. Go bold or go home - we dig it.

Caption:
They called him a bird with no legs - always in motion, unstoppable. But a chance encounter put Serene in his path and slowly she taught him how to smell the roses. With her, Bing Seow outgrew old beliefs, moulting them one by one until someone familiar but different emerged on the other end. And whether you believe in the hand of fate or a will of iron, it seems there are some things on this earth that can make the wind itself stand still.

Caption:
Luke and Rachel's wedding day resounded like a firecracker, igniting raucous laughter and lively commotion! We really felt the excitement last weekend!

Caption:
In The Absolute

They say a soul has two halves. And if we are each one half of a whole, then a soulmate is not so much found as they are recognised.

Peas in a pod, birds of a feather; playful eyes and a captivating smile. If James and Julene were tracings on a paper they would flock together in perfectly parallel lines. So close you'd think they touched.

It's mesmerising to find two people so alike that no other word seems to fit: Soulmates. Two halves of one whole. Bound by an unfailing, unquenchable love that lashes their hearts tight, so that it is impossible to know where one soul ends and the other begins.

Talking about our brand

In the runup to a wedding fair, we created a bunch of social media collateral.
We needed to stand out from the other wedding vendors, so I took the direct approach: I headlined our campaign with an IG Story that summarised our brand values and USP.

Fun Stuff

Lots of businesses put out Lunar New Year greetings, but we didn't want to put out the same old content everyone else was sending. Cue lame zodiac-related puns.

Caption:
Enjoy yusheng responsibly.

Whether you're hiding indoors or enduring the in-laws, we hope your CNY will be filled with fun! And pineapple tarts. And hae bee hiam rolls. And bak kwa. And kueh lapis. Mmm.

By the way, we're excited to be at the SingaporeBrides Wedding Fair from 27 Feb - 7 March, where we'll be releasing exclusive event-only deals! Link in bio for info.

Caption:
Now you can have awkward family conversations from the comfort of your own home. Happy Year of the 🐅 everyone!

Caption: Now you can have awkward family conversations from the comfort of your own home. Happy Year of the 🐅 everyone!

Long Form Posts

The BeyondPictures brand personality is thoughtful and reflective.

On special occasions like Valentine's or Mother's Day, I pretend I'm Hemingway or some other properly brilliant writer and go ham on the keyboard.

Caption:
Take a minute in the middle of life
with its zigs and its zags, its twisties and twirlies
to linger a little longer
in this precious pocket of space and time
and feel the world fall away
in your corner of the sky.

With all the new year's buzz, we hope you're able to take the time to enjoy Valentine's Day your way!

If you "BTO ai mai?" already, come plan the next step at the SingaporeBrides Wedding Fair! We'll be there to chat from 27 Feb -7 March, and registration is free! Link in bio for info.

Caption:
The fixer. The driver. The joker. Rock. Quiet protector. Growing up, our fathers just seem to be There. There to get things done, There to put food on the table. There to help with whatever, because Dads can do anything.

Anything except say words like "I love you"
When "I love you" is the thing we need to hear the most.

But he was saying it. He was always saying it. Maybe we didn't notice it the first time. Or the second.

But a love with no words resounds just as loud, if you can teach your ears to listen and not merely hear.

And There, once more, beside you as you leave the nest,

the nest he built with hands now rough and calloused,

still he says nothing,

because everything he has to say

is written on the insides of his palms

As he hugs you goodbye.

Caption:
From the moment our tiny hands were wrapped in hers, we became the sun around which her universe revolved. In our earliest memories, our most triumphant ones, in our daily routines and turning points, there is no one who has been in our lives as our mothers have. There is no one else who will scold us because she loves us, who will spend all evening preparing an entire meal only to give the best parts to us, or who will give up a hard-won career because she has chosen your life over her own. And the result of that choice is a love that stays with us no matter where we go.

To speak of a mother's love is to pretend that we can catch the sea with our hands. To match it is to face a storm with a water pistol. But we don't need to, because the true wonder of a mother's love is that it can never be returned. All we can do is let them know we're trying our best.

Happy Mother's Day.

BeyondPictures Social MEdia

Client: BeyondPictures Cinematography ROLE: Content Lead

Content for IG Posts

Talking about our brand

Fun Stuff

Long Form Posts

Client: BeyondPictures Cinematography
ROLE: Content Lead