An AI-powered activation for Heineken addressing Singapore and Malaysia's overworking culture, visualizing how professional obligations cause people to miss social gatherings.
The Ghosted Bar activation addressed Singapore and Malaysia's overworking culture, visualizing how professional obligations cause people to miss social gatherings. The campaign used the metaphor of "ghosting" literally — portraying absent individuals as spectral figures.
At No. 5 Emerald Hill venue in Singapore, guests submitted photos of friends who had canceled due to work commitments. AI technology transformed these images into personalized video content depicting friends "speaking" messages. Videos were projected onto a fog wall, creating an illusion of floating ghost-like apparitions — blending storytelling, tech, and social sharing.
Diana's Role
Diana led Technical Project Management for the Ghosted Bar activation, handling feasibility assessment, scoping, risk mitigation, and vendor management. She ensured the AI video generation pipeline, fog-wall projection system, and venue logistics all came together for a seamless guest experience.
Role
Collaborators
Le Pub, Sergey Mast, Tammy Tan
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