Imagineers Film PLT
Etiqa Insurance
Festive Web Film CNY 2024
CNY is one of the most saturated seasons in the Malaysian commercial scene, with over a hundred videos being released every year by brands, artistes and content creators. In recent years, the CNY landscape has seen a shift towards short music and comedy content. However, Etiqa wanted to remain with a traditional narrative approach, seeing the opportunity to stand out and create deeper impact. More importantly, the aim was to explore unconventional topics, departing from the usual cliches of family and prosperity.
In the process of planning for a narrative ad, we went big by making it feel like a CNY film – an ensemble cast of popular drama actors, in a unique setting of a school running club. However, the big differentiation factor was our choice of mental health as a subject. Though often talked about in today’s society, this topic is hard to translate visually into film and can often be taboo in a CNY setting. By approaching it through the lens of ‘why we eat together’, we crafted a sentimental piece about being there for those who grieve.
Executive Creative Director: Reuben Kang
Head of Creative: Daniel Mok
Executive Producer: Reuben Kang
Director: Reuben Kang, Koh Chien Han
1st AD: Shito
Producers: Irwin Oon, Chang Pui Yan (Elle)
Dir. of Photography: Koh Yong Beng (Kenz)
1st Camera Assistant: Lee Kim Yaw
2nd Camera Assistant: Link Ken How
Cam B Operator: Lau Wei Kai
VTR: Ming
Gaffer: Ng Yap Zhong (Black)
Grip/Light: Armi Kusairi, Muhd Ikhwan, See Wei Bing, Hew Kah Wei
Art Director: Ravidran Krishnan
Art Coordinator: Derek Lim
Prop Master: Muhd Farit
Art Team: Redzan Fadzli, Adil Rafiq, Haikal Syauqi, Muhamad Azwan
Production Manager: Emily Ho
Production Assistants: Sean Lee, Eiman Khai, Shania Poh, Lee Shu Shan
Facilities: Soosainayagam, Jeewaka Lakruwan
Sound: Chen Fuan Sheng, MJ
Make Up Artist: Ng Pah Li (Yuki), Hody Liew, Yeoh Poh Li
Wardrobe Stylist: Cole Thaw
Wardrobe Assistant: Choy Lye Mon
Casting Director: Avery
Casting Assistant: Sean Lee
Extras Coordinator: Chun King Fong, Tan Kian Chye
Location Manager: Deric Lee
Location Assistant: Ern Hong
Runner: Sarguneswaran, Vimal
Storyboard: Han Hung Siew
Chinese Scriptwriter: Kenny Gan
DIT: Wendy Pua
Stills Photographer/BTS: Irwin Oon
Offline Editor: Vikster Chew
Online Post House: Cold Ramen Studio
Music Composer: Steve Winarto
Sound Engineer: Edwin Saw
Title Design: Mocca Woon
