Behind the Villainous Perspective of VML Singapore’s Dramatic Anti-Terrorism Campaign
In an innovative approach to anti-terrorism messaging, VML Singapore's latest collaboration with the Ministry of Home Affairs (MHA), ‘Foiled Once More,’ combines theatrical flair with a serious subject.
The film, featuring Singaporean singer-songwriter Nathan Hartono, expands on the existing SGSecure campaign by exploring terrorist motives, and highlighting Singaporeans' resilience and unity in the face of terrorism.
VML Singapore group creative director Gerald Chue explains the balance between entertainment and gravity, ensuring the campaign educates without sensationalism.
Gerald emphasises community strength and recovery, encouraging vigilance and collective action against threats, stressing how Nathan Hartono's charismatic portrayal of the antagonist adds authenticity and drama.
LBB> What inspired the decision to present the perspective of a terrorist in this campaign, and how did you balance this with the overarching message of unity and resilience?
Gerald> The anti-terrorism campaigns we know of are often presented from the ordinary citizen’s point of view. While that works, we wanted to tell the same anti-terrorism story freshly and more dramatically.
We were inspired by the villains from all the Disney and Marvel movies we love, especially how insightful and intriguing their origin stories can be. That's why we decided to leverage this to expose a potential terrorist's intent and plan.
While the “terrorist” was used as a creative hook, we balanced the narrative by emphasising the united response from citizens in the event of an attack. This combination of entertainment and realism helped us present a serious topic in a lighter way, while still driving the importance of unity and resilience.
LBB> Nathan Hartono plays a key role in the music video. How did you choose him for this project, and what unique qualities did he bring to the character?
Gerald> We chose to approach Nathan for this project because he embodied everything we needed to make this video a success — from being a celebrated home-grown singer-songwriter recognised not just in Singapore but across Asia to his ability and versatility in front of the camera to bring our “terrorist” to life most realistically and dramatically.
LBB> The video takes a theatrical and melodic approach to terrorism. What were the creative challenges in blending these elements with such a serious subject?
Gerald> As threats are real and happening throughout the world, the key challenge for us was to ensure that we did not trivialise any acts of terrorism. We were able to do this with a catchy but serious song featuring a menacing, believable, and entertaining protagonist.
LBB> How did the concept of “Foiled Once More” evolve from the initial brainstorming stages to the final production? Were there any significant changes along the way?
Gerald> To be honest, the crux of the idea remained intact from the time we conceived the idea to the final product. Right from the start, all of us, clients included, were excited about the idea of a villain (“terrorist”) singing his plans, only to have the citizens disrupt and foil them. The title “Foiled Once More” was only determined after the song was written.
LBB> Could you elaborate on how the video’s narrative was crafted to educate viewers on their role in preventing and responding to terrorism without resorting to fear-based tactics?
Gerald> We first identified the key points essential to our narrative. This allowed us to create a clear construct to establish the villain’s persona and underscore our community's unity and resilience. From there, we worked with Nathan to turn this into a melodic and theatrical piece that centres on empowerment instead of fear.
LBB> What kind of impact do you hope this music video will have on the Singaporean public, especially regarding their engagement with the SGSecure initiative?
Gerald> We want Singaporeans to be constantly vigilant and not take the threats of terrorism for granted. Singapore is known to be a super safe city, but terror can strike at any time. We’ve had a few close calls before. So, we hope our video will reignite the community’s awareness and encourage everyone to play their roles in keeping their homes safe and secure.
LBB> The Music Video launched at the SGSecure Roadshow at Suntec City; how did the audience receive it there, and did it meet your expectations?
Gerald> We had quite a good turnout at the launch, receiving extensive coverage from various mainstream outlets. Overall, we received very positive feedback, and we’re excited at the prospect of our video potentially paving the way for even more creative ways to bring anti-terrorism campaigns (and even other government-driven campaigns) to life.
LBB> How do you see this Music Video fitting into the broader 'What’s your Role' initiative by SGSecure? What new dimensions does it bring to the ongoing conversation?
Gerald> Our video extends the overarching “What’s your Role” campaign launched in 2023. It continues to remind Singaporeans of the threats of terrorism and encourages them to take active steps to keep their homes safe. No act is too small.
Our video maintains the campaign's momentum by providing the public with a broader view of terrorism's ever-evolving nature and its limitless threats.
LBB> Regarding visual and musical style, what were your main influences or inspirations when developing the music video?
Gerald> There were many – like Maleficent in “Descendants”, and even Bowser from “The Super Mario Bros Movie”. They all had a distinct quality and tone about them, which inspired us to create our own. We wanted ours to be theatrical and musical, with a gritty and dramatic edge.
LBB> Given the unique and sensitive nature of the campaign, how did you approach collaboration with the Ministry of Home Affairs to ensure that both the creative vision and the intended message were aligned?
Gerald> We have collaborated with the SGSecure Programme Office from the Ministry of Home Affairs for almost two years.
Since the beginning, we have approached every brief and idea as a team, working together to deliver on our objectives and create fresh and relevant work.
