These films were developed by Viddsee in partnership with the Singapore Tourism Board targeted at the Culture Shaper Tribe, which refers to travellers who enjoy immersing in the arts. True to its 'Passion Made Possible' tagline, STB leveraged on homegrown short film platform Viddsee to work with passionate Singaporean filmmakers to develop films that feature journeys of personal growth and discovery. These themes have been shown through Viddsee's audience insights to resonate with travellers and international audiences, particularly those targeted in India, Indonesia, Malaysia and The Philippines.

One of the key differentiating factors of this campaign was the use of short films set against real locations and personalities, bucking the trend of most travel marketing videos, which tend to favour documentary travel shows. This approach highlights STB’s commitment to supporting the creative community to tell their stories in unique and diverse ways.

These loosely connected short films made by Singaporean filmmakers highlight people and places that play a key role in Singapore's arts and culture scene. ‘Interwoven’ (directed by Wee Li Lin) depicts a charming Malay seamstress who creates a batik that draws different culture shapers like Ivan Heng to use the fabric, which symbolically ties the five films together; Don Aravind's ‘2002’ is a love story set against a performance at the Esplanade featuring actress Siti Khalijah; Sabrina Poon's ‘In Generations To Come’ features Bhaskar's Arts Academy’s artistic director Santha Bhaskar and her student; Tariq Mansor's ‘Walls’ depicts an office worker discovering the street art of Zul Othman in Kampong Glam; and Sun Ji's ‘Alone Not Alone’ is about a young boy and and a senior reflecting on the paintings in the National Gallery.