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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=0xoINso
Product/Service:
Astro One
Client:
Astro Malaysia
Brief:
Malaysians still struggle to see Astro as a truly Malaysian brand, though we’ve been part of - and even helped shape - Malaysian culture for decades. The brief was to address this perception. By regaining relevance in Malaysian households, we needed to remind Malaysians why Astro One is worth paying for.
Solution:
We went all-in on Malaysian-ness by creating an exaggerated, hyper-real version of Malaysia that’s entertaining yet relatable. Magnifying the pop culture of maintaining a halal gap, we used humour to communicate the benefits of Astro One in an unexpected way.
