She takes charge. She knows what she wants. She throws a great dinner party and still finds time to discover something new she loves. The Hostess with the Mostest is a persona we created to understand how our customers connect with Pace. Not just through data, but through how they actually live. Confident, curious, a little extra in all the right ways.

Created during the lead-up to Series B with a $500 SGD production budget, this shoot was as much a creative challenge as it was a campaign. We made it work the Pace way and pulled pieces from our own homes, hunted secondhand shops for the right finds, and I stepped in as talent and photographer. The result was a full set of campaign-ready visuals, delivered on a fraction of a standard production budget, without compromising on the brand’s soul.