All Action
10. Craft Kancils [10.2a Cinematography: Single]
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Links:
Product/Service:
2025 Mitsubishi Triton
Client:
Mitsubishi Malaysia (Mitsubishi Motors Malaysia Sdn. Bhd.)
Brief:
The “All-Action” Triton launch film was envisioned to, and successfully served as, a key asset across Mitsubishi Motors Malaysia’s launch channels. It hyped up the launch of the Triton during its official unveiling event, it was a core part of the launch content plan across Meta and Youtube, and it continues to be featured at selected Mitsubishi showrooms. The simple brief and goal for the video was to uplift the positioning of the Triton above its predecessor. This was to align creatively with its more premium price point and more refined product design, while ensuring that its action-packed performance capabilities were still well celebrated.
Solution:
In a nutshell, the goal was to make a Triton film that felt grounded yet aspirational - to shift away from the conventional visualizations of brands depicting their Truck offerings, which prioritize USP-centric, male-dominated themes with literal depictions of its functionalities. The “All-Action” film would instead take on an emotional, energetic, highly cinematic tangent, and feature male and female protagonists. It incorporated scenes and sequences more familiar with high-end performance car films, but stay rooted in the way it showcases the Triton’s incredible 4WD prowess. The entire film encompassed several dynamic local locations, all of which were selected for their surreal feel, while still representing the Triton’s multi-world abilities.
