MND Way Home - Building Homes for Generations

Agency

Pitch Audio & Magic SDN BHD

Client

Singapore Government

Product/Service

Ministry of National Development Singapore

Brief

Create an emotionally resonant music piece inspired by the classic nursery rhyme “Row, Row, Row Your Boat,” reimagined to suit a modern, cinematic context. The track should evoke warmth, care, and the feeling of life moving gently forward; ideal for a story about family, togetherness, hope, even new beginnings.

The music should spark familiarity while offering a fresh, emotionally rich interpretation of the well-known melody. It’s not a literal or sing-along version, but a musically mature, cinematic reworking that plays on the core theme; life as a gentle journey, full of wonder and connection.

Solution

To create a deep emotional connection with audiences, the solution centers on a gentle, cinematic reinterpretation of “Row, Row, Row Your Boat” using an acoustic guitar as the main instrument to keep things grounded and raw; transforming the childhood nursery rhyme into a heartfelt musical experience that resonates with people of all ages.

This approach reimagines the melody as a soft emotional motif, woven into an original score that feels nostalgic, hopeful, and intimate. The aim is to evoke comfort, connection, family, love, memory, and the quiet beauty of life’s journey.