F1 Singapore Grand Prix  ·  Celebrity Engagement Programme  ·  2026

CELEBRITY
ENGAGEMENT
PROGRAMME.

Agency Response — Singapore Tourism Board

Thank you for the opportunity to respond to this brief. We're genuinely excited about this programme — it sits at the intersection of what we do best: connecting globally recognised talent with brands in ways that feel authentic, generate real cultural impact, and deliver measurable results.

This response outlines our recommended approach to talent selection and engagement, supported by a shortlist of twenty names offering exceptional fit against your criteria and source market priorities. The shortlist is a starting point for conversation — once STB indicates preferred directions, we move quickly into detailed branded content strategies, creative concepts, and production planning tailored to the chosen talent. That's where our value as a full-service strategic and creative agency — rather than simply a talent broker — is most apparent.

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386M
Campaign Impressions
6 ×
International Awards, 2026
20
Talent Proposed
500M+
Combined Talent Reach
Why The Catalyst

We Don’t Just Book Talent.
We Build Experiences.

Some agencies responding to this brief will be talent agencies or major music labels. They’ll present a roster of names and a fee schedule. What they won’t bring is what happens after the talent says yes: the creative strategy, the content production, the social media execution, the campaign architecture that turns a celebrity appearance into a sustained marketing moment for Singapore.

That’s where we operate. The Catalyst is a Singapore-headquartered creative and campaign agency with deep expertise across influencer and creator management, branded content strategy, social media marketing, experiential activations, and global campaign execution. We don’t just facilitate introductions — we concept, produce, and deliver the work.

In 2026 alone: six international awards and sixteen nominations across the Stevie Awards, Shorty Awards, Global Social Media Awards, and the Webbys — including Gold Stevies for Most Innovative Advertising/Marketing Team, Branded Entertainment, Viral Video, and Content Marketing.

We’re headquartered in Singapore with a team fluent in English, Mandarin, and Korean — directly relevant when engaging talent whose audiences span STB’s priority source markets across Asia, the US, and Europe.

Our Senior Project Manager brings over 12 years of film and television production experience — clients include Netflix, HBO, Singapore Airlines, and Temasek. Our Associate Director of Strategy has led campaigns for Fortune 500 brands including Disney and Coca-Cola.

This is the calibre of team that would be managing this programme end-to-end.

01  —  Proven Execution
Campaign Expertise, Not Just Access
We know how to take a talent partnership and build a full creative ecosystem around it that generates outsized returns. Our campaigns demonstrate this — see the case studies below.
02  —  Direct Relationships
Established Artist Management Ties
For every name on our shortlist, we have existing or directly accessible relationships with the relevant management teams. Shorter lead times, greater flexibility in negotiating scope, and better creative outcomes.
03  —  Singapore-Based
Globally Connected, Locally Anchored
HQ in Singapore. Team fluency in English, Mandarin, and Korean. We understand the destination, the event, the market, and the stakeholders — and we build work that reflects all four.
Mello Hunt
Case Study  01
Mello Hunt — Lenovo Legion × Marshmello
We conceived, negotiated, and executed Lenovo Legion’s first major celebrity partnership with Marshmello — one of the names on our shortlist for this brief. The campaign featured Marshmello on tour with Legion naturally integrated into his creative and gaming workflow. Critically, this wasn’t a standard endorsement: we built an interactive content layer on top of the partnership that drove real audience participation. We maintain an active, direct relationship with Marshmello’s management team.
386M
Impressions
7.1M
Engagements
Legion Just Go
Case Study  02
Legion Just Go — Multi-Platform Campaign
An award-winning multi-platform campaign built around influencer collaboration and branded entertainment content. Earned a Webby Honour and multiple Stevie Golds. Demonstrates our ability to build creative ecosystems — not just deliver a single branded post — across platforms, talent, and content formats simultaneously.
17.7M
Impressions
107K
Engagements
Full Work
Click for Full Portfolio  →
Our Approach

A 360 Creative Partner,
Not a Talent Agency.

PHASE 01
Talent Selection & Alignment
Each name on our shortlist has been assessed across six criteria to ensure strategic fit against STB’s brief and source market priorities.
  • Social following and engagement quality
  • Geographic audience alignment with STB’s priority markets
  • Relevance to the F1 and Singapore context
  • Public image and suitability for VIP networking
  • Current momentum — touring schedules, film releases, album cycles
  • Potential for authentic branded content creation
PHASE 02
Branded Content Strategy & Creative
Once STB has indicated preferred talent, we move into bespoke creative development. The strategy for a globally recognised DJ looks fundamentally different from one built around an Oscar-nominated actor or a rising C-drama star.
  • Bespoke content strategy per talent
  • Concept for branded content video (up to 90 seconds)
  • Itinerary curated around talent’s genuine interests in Singapore
  • Social media formats optimised per platform
  • Identification of unique creative opportunities (music video, travel content)
PHASE 03
Execution & Campaign Management
Full end-to-end management of the programme. Our team has managed celebrity-level production timelines and VIP logistics for global brands and understands the operational complexity of a live event weekend.
  • Talent contracting and logistics coordination
  • On-ground production management during race weekend
  • Content review and approval workflows
  • Social media posting coordination and real-time monitoring
  • Post-event branded content production and launch
  • PR materials coordination for content launch 1–2 months post-F1

Talent Shortlist

20 Proposed Names  ·  500M+ Combined Reach
Marshmello
~113M combined reach
One of the biggest EDM acts globally. Direct Catalyst relationship — Mello Hunt campaign delivered 386M impressions. Iconic brand identity; strong pull in US, India, and SE Asia.
Past Partner EDM Global Gaming
Jackson Wang
~41M+ combined reach
#1 most-followed Chinese celebrity on Instagram globally. Billboard 200 debut at #13 — highest ever by a Chinese artist. Founder of Team Wang. Ambassador: Cartier, Armani, Fendi.
Music China Korea Luxury Global
Kai Cenat
~59M combined reach
World’s most influential streamer. First Twitch creator to hit 20M followers. TIME100 Creators list. 11%+ Instagram engagement. Subathon guests include Kim Kardashian, Mariah Carey. Viral by default.
Creator Streaming US Gen Z
Louis Tomlinson
~22M combined reach
Former One Direction. Currently on his ‘How Did We Get Here?’ world tour (2026). 19M Instagram followers with 1.88% engagement — exceptionally high. Loyal, highly amplifying fanbase (‘Louies’).
Music UK US Latin America
DJ Soda
~24M+ combined reach
South Korea’s most internationally recognised female DJ. Topped charts in Singapore, Malaysia, Hong Kong, and Indonesia. Will already be in Singapore — eliminates flight costs. New music releasing.
In Singapore Music Korea SE Asia
T-Pain
~31M combined reach
Grammy-winning artist with massive global name recognition. Headlined F1 Las Vegas 2025. Highly active on social with strong engagement. Crossover appeal across music, entertainment, and pop culture. Strong US market pull.
F1 Headliner Music US R&B
Bright Vachirawit
~23M combined reach
Forbes 30 Under 30 Asia. First Thai artist to attend the Met Gala. Global ambassador for Burberry and Calvin Klein — generated $7.5M EMV for Burberry alone. Founder of ASTRO Stuffs and Cloud9 Entertainment.
Actor Fashion Thailand China SE Asia
Steve Aoki
~31M combined reach
World-renowned DJ/producer with massive global touring footprint. Owns a racing team (E1 Series) — direct motorsport connection. Japanese-American heritage gives strong pull across Japan and Asia.
Motorsport Link EDM Asia Global
Bella Thorne
~23M combined reach
Actress, director, and entrepreneur. Attended the 2026 Oscars — currently in a high-profile entertainment moment. Active content creator with high engagement rates. Entrepreneurial ventures across film and fashion.
Film US Entrepreneur
Naomi Scott
~3.3M+ social
British-Indian actress now active as an independent recording artist. Aladdin ($1B WW), Smile 2 ($138M WW). Debut album F.I.G just released. Sold-out US tour. Genuine F1 fan. Open to filming a music video in Singapore. Vogue HK cover.
F1 Fan MV Potential Film Music UK South Asia
Calum Scott
~11M combined reach
‘You Are the Reason’ has over 1 billion YouTube views. On major album cycle (Avenoir) and touring globally in 2026. Massive fanbase in Indonesia and the Philippines — two of STB’s priority source markets.
Music UK SE Asia Indonesia Philippines
Mew Suppasit
~8M combined reach
Thai actor, singer, model, and CEO of Mew Suppasit Studio. First Thai artist to chart on Billboard’s World Digital Song Sales top 10. Half Thai, half Chinese. PhD candidate. Engaged to fellow actor Tul Pakorn — they run a travel content channel together.
Travel Content TV Music Thailand China
Nanon (Korapat Kirdpan)
~6M+ combined reach
Rising Thai actor and GMMTV star with a dedicated, highly engaged fanbase across Southeast Asia. Massive popularity in Thailand, Indonesia, and the Philippines — directly aligned with STB’s ASEAN source markets.
TV Thailand ASEAN Philippines
Riz Ahmed
~1.4M social
Oscar-nominated actor (Sound of Metal). Rogue One star. Recently featured on Vogue Singapore cover. Stars in ‘Digger’ alongside Tom Cruise, releasing October 2026 — timing aligns perfectly with F1 weekend for maximum press buzz.
Vogue SG Film UK South Asia
Tablo (Epik High)
~4.8M+ combined reach
Stanford University graduate and leader of Epik High — one of Korea’s most legendary hip-hop groups. New music releasing around race weekend. Exceptional intellectual credibility for VIP networking with government and C-suite.
New Music Music Korea Stanford Japan
Bela Padilla
~14M+ combined reach
Filipino-British actress, filmmaker, screenwriter, and director. One of the Philippines’ most recognisable talents. RADA-trained. Launched beauty brand BELA. Regional flight from Manila — significantly cheaper than US/Europe talent.
Regional Flight Film Philippines UK
Daniel Asante
~7M combined reach
London-based fashion content creator and model. Known for stylish, high-quality visual content — would produce strong branded assets for STB. Represents a diverse, modern brand image aligned with Singapore’s cosmopolitan identity.
Fashion Creator UK Lifestyle
Lily Muni He
~2M+ combined reach
Chinese-born LPGA Tour professional and fashion influencer. Engaged to F1 driver Alex Albon (Williams Racing) — the most direct, authentic F1 connection on this shortlist. Will already be in Singapore. Zero travel cost. Fashion collaborations: Prada, Burberry.
F1 Connection Zero Flight Cost Sport China Fashion
BEAUZ
~1.2M+ social
Rising American DJ/producer duo (brothers Bernie & Johan Yang) with Taiwanese and Chinese-Indonesian heritage. Collaborated with Zedd and Maren Morris (30M+ Spotify streams). Booking through Live Nation Asia — cheaper regional logistics.
Regional Logistics EDM China Indonesia Asia
Frankie Muniz
~3.4M combined reach
Actor turned full-time NASCAR driver — the strongest direct motorsport connection outside of Lily Muni He. Currently racing in 2026 NASCAR Craftsman Truck Series. Malcolm in the Middle revival (‘Life’s Still Unfair’) launched April 2026 on Hulu.
Motorsport Film/TV US Trending