HONG KONG TOURISM BOARD: HIDDEN GEMS CAMPAIGN
HKTB wanted to encourage Singaporeans to explore lesser-known sides of Hong Kong beyond familiar destinations like Disneyland and cha chaan tengs.
With Miludinosaur's Mandarin-speaking audience and social-first approach, we saw an opportunity to create a travel concept that felt native to the channel rather than like a traditional tourism video.
01 / Context
Reframing Hong Kong beyond the usual tourist spots
The concept was built around showcasing Hong Kong through a social-first lens, with the creative direction and talent selected to suit Miludinosaur's Mandarin-speaking audience.
The bigger challenge was adapting a traditionally long-form, landscape travel format into a ~5-minute vertical video while still capturing roughly 3-4 days worth of experiences. This shaped how we structured the story, scripted the content and approached the shoot and edit, keeping the narrative tight without losing the breadth of the trip.
02 / Approach
Turning the brief into a social-first travel concept
Delivered a ~$60K campaign that generated ~400K views, becoming one of Miludinosaur's largest commercial projects till date and leading to further work across other Hepmil channels.
Role: Ideator, Producer
03 / Outcome