Selamat Lari Raya

Agency

Fastman Studios

Client

Julie's Manufacturing Sdn Bhd

Product/Service

Julie's Love Letters

Brief

Julie’s brief was simple: Tell a thought-provoking Raya story, while still keeping the humour and lightness Julie’s is known for.

But this year, we decided to push it a step further—we wanted to take viewers on an emotional rollercoaster. And so we did.

How? By starting with a Raya tradition often seen as a gesture of humility to others: the ‘salam’ (an act of seeking forgiveness).

Solution

During Hari Raya, a film depicts Johan, imprisoned for his grandmother’s death, battling self-forgiveness. His grandfather, Hassan, seeks to reconnect, even getting himself jailed to be with Johan. A key scene shows young Johan learning to ‘salam’ for forgiveness, culminating in a present-day act of self-forgiveness.

Balancing guilt, grief, and self-forgiveness with Julie’s humor was vital. The pacing, from comedy to heartfelt flashbacks and a silent ‘salam,’ enhanced emotional impact. Julie’s Love Letters subtly symbolized love and connection. The film achieved 6.3 million views and a 26.86% sales increase for Love Letter tubs during Raya 2025 compared to 2024.

Credit

Client: Julie’s Manufacturing Sdn Bhd
Chief Creative Officer: Aaron Koh
ECD: Kevin Poh
BM Copywriter: Hisham Idris
Art Director: Tan Yuan Ling
Senior Copywriter: Gerald Jian
Business Director: Joy Sng
Associate Account Director: Faith Khong
Senior Producer: Jolene Mok

Cast: Dato Ahmad Tamimi Siregar, Dian P. Ramlee, Fimie Don, Alvin Wong, Oliver Johanan, Fai Chen, Faye An Ying Fei, Kamarul Jantan, Abang G

Film Director: Lobak
Producer: Elroy Lee
Asst Director: Elroy Lee
Production Manager: Carmen Huai Li
Production Asst: Shawn Tan Rui Qiang
Location Manager: Indra Shahrizad Azman
Art Director: Lai Kok Wei
Art Team: Jamie Chua
DOP: Kenz Koh Camerawork
Focus Puller: Jeff Mah
2nd Cam: Yee Cheng Haw
2nd Cam Asst: Ah Yew
VTR : Soon
BTS : Yee Cheng Haw
Gaffer: Pik Horng Liew
Facilities : Weng
Casting: Chui Ko Sing
Wardrobe : Darren Siew, Sam Lee
Makeup : Chen Jen Ying
Post Production: Film Troop
Post Producer: Ee Kai Sheng
Online Artist : Kar Yaen, Jing Ler
Offline Editor: Lobak
Colorist: Beh Jing Qiang
Audio House: Real Time Studios
Composition: Real Time Studios
Music Director: Danny Lim
Music Composers: Alif Ilham, Darren Wong, Brandon Phan, Valerie Tay
Audio Producer: Jennifer Yiew
Sound Engineer: Terry Chong
Ending 3D sequence: OLE VP Studio