PETRONAS CNY 2025 - STAY
10. Craft Kancils [10.1a Film Direction: Single]
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Links:
https://youtu.be/OtnC7izB1zM
Product/Service:
PETRONAS
Client:
PETROLIAM NASIONAL SDN BHD
Brief:
Each Chinese New Year, most of the brands compete to tell the most memorable festive story — all aiming to build brand relevance in a crowded space. In 2025, the challenge remained: how to craft something truly original and authentic. For PETRONAS, a brand known for heartfelt festive films, this meant going beyond expectations to deliver a story that felt fresh, deeply human, and unmistakably its own.
Solution:
As PETRONAS embarked on a New Year of storytelling, our theme for the year was titled Behind Closed Doors, where every story for the year would be stories we all share, but never share aloud.
The first story of the year became our most heart-wrenching one of all, based on an insight where in the past, many Malaysian families who were struggling financially had to give up their children to the care of other Malaysians.
We told the story of Xiao Bao, a little boy, who comes to visit his extended family for Chinese New Year, but unbeknownst to him, he will not be returning home. Him and his curious cousins long to know what the secret conversation happening behind closed doors is all about, but when he finally does find out – it turns out to be a life-changing moment for Xiao Bao.
Our cinematography intentionally evokes the nostalgic aura of the ’80s, using tight close-up shots to capture raw emotions and a fluid, floating camera to reveal the vulnerability of each mome
