The Singapore government has spent decades building the infrastructure for a space programme. In 1971, the city-state set up its first satellite ground station, and, by 2011, it designed and built its first homegrown satellite.
On April 1, Singapore established the National Space Agency of Singapore (NSAS), marking the country's first dedicated space agency. The agency takes on the mandate of the Office for Space Technology and Industry, which has driven the city-state's space tech development since 2013.
Given the momentous occasion, it's only fitting that a new space agency would have a launch film before takeoff.
Created by indie design practice Anak at The Secret Little Agency, it opens with black-and-white scenes of a classroom in Singapore, where students watch the first moon landing on a projector screen. The footage then cuts into a projector-style montage of key dates in Singapore’s space journey and the benefits space tech has, from more effective disaster response to stronger food security.
The film closes with a rocket lifting into space as the voiceover delivers a simple line: “Singapore, we have lift off.”
Singapore isn't competing with major space powers for rocket launches or crewed missions. Instead, its mandate focuses on developing a domestic space ecosystem, coordinating public-sector space operations, and establishing the national legislation needed to regulate the sector.
The city-state's space sector already counts more than 70 companies and 2,000 engineers, scientists and analysts working across the industry.
“The brand we’ve created for NSAS stands for something quietly radical. That space shapes the world, and Singapore is ready to shape what comes next," said Hanyi Lee, creative partner, Anak. The practice was appointed NSAS's brand and creative partner in February 2026.
Campaign's take: At 63 seconds, the film is simple and effective—restraint was the right call. Archival footage carries the film forward, and with the copy staying minimal, there's no overwrought narration that often drags government brand launches down.
Source: Campaign Asia-Pacific
