Always Here for You
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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case film
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case board
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case board
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Links:
https://youtu.be/xQz8b4ubOQE?si=a1H4h1CitipK4qL_
Product/Service:
Etiqa Brand Film
Client:
Etiqa General Takaful Berhad
Brief:
Etiqa wanted an emotional brand film about a family and the car that stays with them through different stages of life.
With limited time and budget, the challenge was to show years of change within the same vehicle without making it feel like a car commercial. Rather than hard-selling insurance, the film needed to capture the intimate, everyday moments that make a car part of a family’s story, reinforcing Etiqa’s promise to be there through life’s journeys.
Solution:
Where more shots, angles and cuts are often seen as more engaging, director Adriana Tunku chose the opposite: telling an entire story through a single, consistent frame.
The camera is locked in the back of the car looking in. We never cut outside because a family’s time with the car is spent inside it. Focused on their intimate, evolving world within, against an ever changing landscape outside the car, the film holds one frame yet never feels static.
Time passes through carefully directed details: shifting colour palettes, changing radio designs and set dressing, makeup and the natural ageing of the characters. Even the music evolves continuously, carrying the emotion forward.
With no coverage to cut to, every scene rests on performance. Adriana chose to focus on the in-between moments over the bigger, predictable ones. From newlyweds to parents, and eventually their son inheriting the car, the unchanging perspective allows every small change to tell a bigger story.
