The Promise
12. Craft Kancils [12.1a Film Direction: Single (overall artistic direction; how production design, casting, cinematography, editing come together to tell a story)]
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Links:
https://www.youtube.com/watch?v=npstgqWfRPU
Product/Service:
Chinese New Year 2026
Client:
Prudential
Brief:
For over 100 years, Prudential has been a trusted partner to Malaysians, journeying alongside them through life’s milestones.
In 2026, the brand shifted its focus upmarket to the affluent segment. For its Chinese New Year film, the challenge was clear: in a season synonymous with prosperity, how do you connect with an audience that has already achieved it?
Solution:
We shifted the focus from material abundance to the wealth of human connection. The film follows an encounter between a young man and the God of Prosperity, using the Chinese Ruyi knot as a visual metaphor for human bonds and unbroken promises. Through this cultural symbol, the film invites audiences to see prosperity through a more meaningful lens.
