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Monday 10:00 - 19:00 Tuesday 10:00 - 19:00 Wednesday 10:00 - 19:00 Thursday 10:00 - 19:00 Friday 10:00 - 19:00

SPEcial Pte Ltd

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SPEcial Pte Ltd

We turn ideas into visuals, stories, and experiences that stick! 🎨 Since 2015, your friendly creative team for ads, videos & digital content.

04/09/2026

We designed this neat little typo-driven web banner for our client . As per retail tradition, #9.9 (the ninth day of the ninth month) is a great excuse for a !

21/07/2026

𝑾𝒉𝒚 𝑷𝒆𝒐𝒑𝒍𝒆 𝑨𝒓𝒆 𝑺𝒕𝒊𝒍𝒍 𝑹𝒆𝒍𝒆𝒗𝒂𝒏𝒕: 𝑻𝒉𝒆 𝑺𝒂𝒗𝒊𝒏𝒈 𝑮𝒓𝒂𝒄𝒆 𝒐𝒇 𝑭𝒂𝒄𝒆-𝒕𝒐-𝑭𝒂𝒄𝒆
I am a copywriter, editor, scriptwriter, occasional children’s book author, and general over-communicator. Words – stringing them together, playing with them, using them in service to a commercial objective or a greater cause – are the thread that binds these roles together.

I like to think that I am also a ‘people person’.

With the rise of generative and agentic AI, where does that leave me?

Nervous, for sure. But not terrified.

I am comforted by my experience in editing the first e-book jointly published by SMU and SMC, Becoming Global Ready. The process began by sending out questionnaires to the ten high-profile contributors to assist with the writing of short biographies and the crafting of questions for subsequent face-to-face interviews. After conducting those interviews, the transcripts were edited into short chapters. The editing stage involved some zig-zagging between interview transcripts and questionnaire answers.

Here’s what I learned.
People talk differently to the way they write.

The written responses to the questionnaires were helpful in providing hard facts and figures. The interview transcripts were invaluable in capturing personal speech patterns, witty asides, and the powerful feeling of intimacy that comes from a real conversation.

In an email-based Q&A-style interview, there is no room for spontaneity, no opportunity to read body language and telling pauses, and little chance of building a rapport. In an email, the questions are pre-planned and fixed. In a face-to-face interview, the conversation flows and often meanders. One thing can lead to another – sometimes to an entirely different and surprising thing. It’s more intimate, more genuine, more revealing.

Another thing I learned from my own little covert experiments, which involved asking AI to “paraphrase verbatim quotes while retaining the same tone of voice”. AI can’t talk like real people. (Not yet, at least.) Where people are eloquent, AI is glib.

Phew. Thank goodness for the saving grace of face-to-face.

19/06/2026

We created this cute web banner for our client Smeg, for Father’s Day. Just about everybody loves coffee – and a fun pun always sparks a smile. 𝙷𝚊𝚙𝚙𝚢 𝙵𝚊𝚝𝚑𝚎𝚛’𝚜 𝙳𝚊𝚢 to dads, granddads, fur dads, and inspiring male role models everywhere!

11/06/2026

One of our favourite clients, Swiss Club Singapore, turned 155 this year. To commemorate and celebrate the occasion, we created this simple, bold typography-driven ad that plays on numbers, in the colours of the Swiss flag. That high-contrast red and white combo also happens to be the colours of our company logo, not to mention the colours of our mighty little nation’s flag. We are mighty proud to be part of all three – Swiss Club, SPEcial and Singapore!

#115

10/06/2026

We mined SMEG’s Italian heritage and the universal love of mammas everywhere to create this sweet, simple Mother’s Day greeting for our client SMEG Singapore. Hope every mum, stepmum, godmum, aunt and grandma to every kid and furkid had a good one!

08/06/2026

𝐻𝓊𝑒 𝒜𝓇𝑒 𝒴𝑜𝓊?

Our latest catalogue for SMEG mines colour theory, pop psychology and good old-fashioned fun to match-make the hues of their iconic small kitchen appliances and retro FAB fridges with personalities. The design was also applied to a minor campaign for the brand’s 6.6 sale. Which hue are you?

18/03/2026

There’s nothing we love more than helping our favourite clients shine – one example is this web banner we recently put together for Smeg. In the spirit of inclusiveness that makes Singapore great, we wish one and all a ‘Selamat Hari Raya’!

Address

116 Middle Road
Singapore
188972

Opening Hours

Monday	10:00 - 19:00
Tuesday	10:00 - 19:00
Wednesday	10:00 - 19:00
Thursday	10:00 - 19:00
Friday	10:00 - 19:00

Website

http://spe-cial.com/

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