Selamat Lari Raya

10. Craft Kancils [10.1a Film Direction: Single]

Links:

https://www.youtube.com/watch?v=jj-I7YzCDjI

Product/Service:

Julie's Love Letters

Client:

Julie's Manufacturing Sdn Bhd

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 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.

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