Our Grandfather Story (OGS)

“Why am I looking after other people’s children while not properly looking after my own?” Jocelyn Azucena asked herself this question countless times during her 28 years as a domestic helper in Singapore. She left the Philippines in 1996 with five children aged 10 to 20, knowing her local salary couldn't fund their university education. What followed was a story of unimaginable sacrifice: her husband's betrayal and alcoholism, their family home burned down in rage, seven years of staying away to rebuild what was lost - communicating with her children only through letters and telegrams. She faced betrayal, heartbreak, and loneliness, yet her resilience never wavered - a testament to the complexity and depth of love that migration often demands. More than just a helper, Jocelyn has become family to her employers, and found a second community among fellow domestic workers. We've covered a number of stories on migration - and in each encounter, we've seen people making impossible choices with impossible grace. Jocelyn's journey invites us to pause and reflect on the lives and hearts behind those who leave everything behind to care for others. Link to the full video in the comments! #HumanFirst #PeopleBehindTheWork #MigrationStories

Can creatives and clients ever get along? Last Thursday, in partnership with the Civil Service College for the 23rd PaCE Executive Programme, we had the privilege of leading a storytelling workshop with representatives from across the public sector. During the session, one participant asked about the challenges we often face working on government-linked campaigns. The reality? It’s true - this work can be messy and complex. Timelines shift, approvals take time. But that’s the nature of communicating to a nationwide audience with nuance, timeliness, and tact. Our afternoon together focused on our distinctive approach to storytelling for a digital-native audience, especially through short-form content that demands immediacy, clarity, and emotional connection. We covered everything from human-first stories and building authentic partnerships, to keeping messaging consistent across platforms - even when working with a diverse network of creators and opinion leaders. The highlight? Moving beyond theory. In our content analysis segment, participants viewed some of our past projects, then engaged in thoughtful discussions about what worked and why. The insights shared were eye-opening - even for us facilitators. We recognized shared challenges faced by public sector communicators - like exercising discretion with sensitive topics, managing potential social media crises proactively, and striking the right balance between educating and entertaining - issues we wrestle with daily as media publishers. It was a truly heartening experience to exchange ideas with an audience that shares our values and goals. We believe that more of these honest, curious conversations - where organisations seek to understand how to tell their stories well - will lead to stronger collaborations and campaigns that create even greater impact. Thanks to Serene Ngo and Skyler Han and the CSC team for making this possible, and hosting our team (Kai Yuan, Pei Fang, Yuheng, Michael). For any readers in public service - what’s one thing about content creation you’d like to know? Drop us a question in the comments! #HumanFirst #PeopleBehindTheWork #PublicEngagement

If you’re a fresh grad scrolling through LinkedIn, take a minute to hear us out. No matter how you did in school, your grades do not define you. Success isn’t just about numbers or letters on a paper. It’s about staying true to yourself and pursuing what lights up your imagination - whether that’s art, music, or any creative spark you’ve been holding close. Grades can open doors, but they don’t tell the full story of who you are or what you’re capable of. Your creative skills and passions are just as valuable in shaping your future. We hope this could be your gentle reminder to take pride in the many other things that matter on your journey - especially who you've grown into, what you've created, and how you've honored every choice you've made along the way. More wholesome comics like this in the link in the comments! #HumanFirst #PeopleBehindTheWork #CreativeResilience

It’s only by earning the trust to see what others usually can’t that we unlock the most powerful documentaries. When we started working on the Thai amulet episode for Hidden Hustles, we expected something spooky or sensational. But what our team uncovered was very different - a master living simply in a remote village, dedicating his life to healing his community through tradition and care. It was surprising and humbling. Getting that access wasn’t easy. Without a fixer, limited language skills, and unfamiliarity with the culture, the team had to be incredibly patient. We spending days building trust, and listening more than talking. Our producer Pei Fang recalls the moment everything seemed to shift: after filming a mass blessing ceremony, the community began opening up, sharing their culture naturally, and pointing us towards key moments in the rituals. They saw the team not as outsiders with cameras but as respectful and genuine. That trust changed the whole project. One big takeaway we had through this process is that access isn’t given - it’s earned through respect, humility, and persistence. It means embracing uncertainty, being ready to change your perspective, and knowing how to engage people of different cultures and tell their stories on their terms. So some advice for your next documentary - slow down, ask better questions, and show up with real curiosity! What kinds of stories would you wish to tell - if you had the right access? Link to our full video in the comments! #HumanFirst #PeopleBehindTheWork #CreativeResilience

How should creatives be using AI? As new technologies like artificial intelligence continue to rapidly change the media landscape, we’re honestly trying to figure this out for ourselves step by step. And the first step we’re taking would be to learn what it is, and how it works! Last week, our Unfold team had the wonderful opportunity to attend a workshop at Google, where we got hands-on with their suite of AI tools like NotebookLM, Canvas, and Gemini Live. We were also joined by our talented creators, Daryl and Carrine, who shared the experience and took notes for their own creative journeys. The atmosphere was incredibly warm and inviting - special thanks to Eenette, Justlyn and your team for the icebreakers, breakout sessions, and creating such a supportive space that made it easy for us to dive in and learn! One moment that truly resonated was from Joel Lim's insightful sharing of his current approach to navigating AI as a way to support the creative process. He offered this piece of advice: “Outsource your grunt work, not your thinking. AI is incredibly powerful for handling repetitive tasks, but your human creativity, values, and integrity - that’s what makes your work truly yours.” It was reassuring to be in a room with like-minded creatives who care about similar things - to use AI thoughtfully, without compromising on our personal voice and creative impulse, and to always think critically about how new tools are adopted throughout the process. We’re grateful to the Google team for their generosity and openness, and for hosting this workshop for us. Lots to think about! #HumanFirst #PeopleBehindTheWork #Creativity

“But I’m just one person - how can I make a difference with the things I write or share?” That question is where everything begins. Because sometimes, the smallest personal moment can ignite a bigger conversation - if we’re game enough to follow where it leads. Take night time transport for example. We’ve all felt it at some point - that rush to catch the last train home, cutting our nights short like there’s an invisible curfew. For many in Singapore, this isn’t just a one-off; it shapes how we live, who can stay out late, and how safe we feel moving around at night. But what if this feeling may just scratch the surface of deeper issues that stem from this public transport gap? What if for some people, getting home at night is more than just a wish out of convenience? To understand this issue better, Crystal spent nights at a busy MRT station, watching people of all ages run for the last train - some weighed down with groceries, others focused solely on making it in time, no matter what anyone else thought - because missing it isn’t really an option. This close-up look, combined with data and comparisons to other cities with better night transport, helped turn a personal curiosity into a bigger story. The Ribbit.FYI piece that came out of this won the WAN-IFRA, the World Association of News Publishers award for Best Data Visualization this year, but more importantly, it got people talking. It showed how transport affects safety, social life, and who can fully enjoy our city at night. For creatives wanting to make an impact: start with what you see and feel. Use your skills to connect your story to bigger systems. Share data in ways that invite people to think differently and dream about better futures. Keep noticing, keep questioning, and keep telling stories that don’t just touch hearts but also open minds. #StorytellingMatters #CreativeThinking #NarrativeStrategy

At a recent workshop with the IPRS (Institute of Public Relations of Singapore), we had the chance to share one of our short documentaries - and the audience reactions were both humbling and inspiring. One participant highlighted the emotional journey of the film: how it began with a lighthearted introduction, moved into powerful, unspoken confessions of love and regret, and closed with a poignant celebration and reunion. Another appreciated how a seemingly simple, everyday story was framed in a way that felt profound and deeply impactful. Someone else spoke about how the documentary revealed the many facets of the subject’s identity - not just their job, but the different roles they carry and the lives they touch. And one beautiful note of gratitude stood out: thanking us for focusing not on likes or numbers, but on meaning and impact. For the kind of content we create, there are no shortcuts. We invest deeply in the people who share their experiences with us - their stories become part of our own journey. We approach storytelling with care and thoughtfulness, from the way we listen and build trust, to how we craft narratives that resonate beyond the screen. Our goal isn’t just to share information but to create moments that stay with audiences long after. At the workshop, we also shared how storytelling goes beyond delivering facts. It’s about uncovering what really matters, the emotions beneath the surface, and the perspectives that shape understanding. When done right, storytelling becomes a bridge - connecting people, ideas, and communities with empathy and trust. We’re grateful for the meaningful conversations and full house from IPRS, and for everyone who continues to believe in the power of authentic storytelling. If you’re curious about how this approach can bring depth and impact to your brand, we’d love to talk! #HumanFirst #PeopleBehindTheWork #StorytellingMatters

Telling sensitive stories well takes thought, care, and collaboration. As we began a partnership with Central Narcotics Bureau to spotlight the stories of loved ones affected by drug abuse cases, we knew it was important to get it right. This wasn’t just about visuals, but about honouring real experiences while protecting identities. Illustration was a natural fit: it lets us bring stories to life with style and sensitivity, giving a face to experiences without revealing anyone’s identity. Our illustrator, Yuan Xi, put in great effort to create a polished, detailed piece that balanced artistic quality with timely delivery - all while respecting the profile’s journey. We worked closely with CNB throughout, navigating feedback rounds to make sure every detail aligned with their goals and values. The story’s visuals move from monotone to colour, symbolising a journey from hardship to hope, while taking care to depict instances or objects related to drug use responsibly. Transparency was a big part of our process. We made sure the profile understood how their story would be used and kept open communication with CNB every step of the way. This project reminded us that social impact storytelling is about more than creativity - it’s about responsibility, respect, and working together to tell stories that matter. How do you balance creativity and care when telling sensitive stories? #BehindTheBrand #CreativeProcess #SocialImpactStorytelling

Two often overlooked parts of storytelling - patience and care. When we set out to learn calligraphy from Jun Le, an 18-year-old artist with autism, the experience quickly became much more than a lesson in strokes and ink. Jun Le’s art isn’t just beautiful - it’s his way of connecting with the world. His father, Bob, shares how embracing Jun Le’s unique pace and talents has reshaped their family’s journey, offering strength through life’s toughest moments. For Christina and Jermaine, the opportunity to be a part of this story meant more than just hosting and producing. It required patience, sensitivity, and a willingness to adapt - engaging Jun Le on his own terms, and allowing the quiet power of his art to speak for itself. This episode is a reminder: storytelling is not just about telling, but about setting the stage to allow our main characters to shine. When handling stories of real people with powerful experiences, what values matter most to you? 📎 Full video in the comments. #HumanFirst #PeopleBehindTheWork #CreativeEmpathy

Adulting hits different, right? One moment, you’re dreaming of freedom and making your own choices. The next, you’re juggling bills, deadlines, and expectations - wondering if this “grown-up” life was meant to feel this heavy. Well, those moments when you just want to throw a tantrum, scream, or run away back to simpler days? We have that too. Life can't just be all hustle and grind. Maybe sometimes it’s okay to let it all out and feel like a kid again - because that’s how we keep moving forward. Who else feels this adulting rollercoaster? How do you find your moments to just breathe and reset? #InsideTheStudio #CreativeCulture #WorkLifeBalance