Straits Times launched Headstart to reach Gen Z with honest conversations about money, work and life. They came to us to turn that ambition into a voice Gen Z would actually trust. We shaped the personas of the Headstart team, ideated content series and built a social engine behind it. In just three months, our crack team produced 25 reels with Straits Times’ Gen Z reporters, averaging 200–300K views across platforms. Here are just a select few, you can watch the full series here.