We had worked with ACM before, during their extensive renovation and relaunch, writing scripts for interactive attractions, designing games for their Children’s Corners and doing much of the writing you see when you visit the permanent exhibits. They called on us to condense the 7 books of the Ramayana (written in verse) into 7 very short stories that would become chapters of a small book and be blown up and featured on lit columns within the exhibit area. The writing is pitched so that anyone, young or old, would get an idea of the story. To fit on the panels, each panel had to be extremely brief (less than 500 words) but capture the essence of the original book, and we rewrote it as a conversation between Rama’s twin sons, Lava and Kusha, who were featured in Indonesian-styled illustrations along with the writing.

Here’s Chapter 6 of the story, where Rama builds a bridge across the ocean with his army of monkeys and fights the terrible Ravana, but then doubts that Sita has remained faithful and pure during her capture.

Editorial planning, graphic design and copywriting by Electrotype, photos are a combination of stock and custom photography by Electrotype. The cover photo and the pretty girl with the iPad were shot by Electrotype.

Here’s the emailer we designed for their mailing list:

Lightbox poster for the underpass leading to Esplanade

Roadside banner for the Victoria Theatre.

Press advertising for the Chinese morning newspaper