November 2008
In the video are three characters – a geeky accountant, a bookish executive and a gruff-looking janitor – set in a
typical Singaporean office.
They are the stereotypes of boring executives, but as they begin introducing themselves to the camera, they start to reveal secret creative talents that their colleagues never knew of, and go slightly mad in the office.
The concept is based on the observation that many professionals who have chosen corporate careers by day, pursue ‘secret’ creative passions by night.
Many an urban legend speak of characters who, under the cover of night, shed their ties for guitar slings and their pens for paint brushes.
Perhaps, they – like many of us in a competitive, pragmatic society – were told to get ‘real’ jobs, but never forgot their talents.
These talents may not be known to their colleagues nor are they physically apparent under the buttoned-down shirt and tie, but the proverbial
‘engineer by day, rock star by night’ exists among us.
Noise hopes to tease them out of their shells with this video. The viral video was made to look homemade and ‘rough on the edges’ to reflect the accessibility and youth spirit of Noise.
To further the message, a series of ZoCards bearing original designs by Noise artists have also been released.
The ‘secret life’ concept is reinforced in the copy.
While the video depicts young office workers, its general message is for all young Singaporeans to take up artistic and cultural pursuits no matter what vocations or careers they’ve chosen (even janitors).
Many like Mr Wong and Ms Tan may be ‘bean-counters’ and corporate executives, but they most certainly have other (creative) talents that their colleagues might not know about.
The video positions Noise Singapore as is the outlet for their creative expressions.
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