Sweetshop Director Simon Cracknell has directed a poignant film for Great Eastern from creative agency BLKJ Singapore.
The film reinforces the notion that in isolation being a caregiver is hard. It’s exasperating. It’s exhausting. In the second set of sequences of the film, those same events are reframed and show the other side of the coin. There’s laughter. There’s joy. There’s a real, connected and loving relationship driving this story.
The look and feel of the film is defined by a cinematic aesthetic of heightened reality. By approaching the film craft cinematically, capturing performances that feel intimate, light-hearted and deeply human, the film and its message is richly immersive, empathetic and powerful.
“We approached Simon and Sweetshop to give us something very real. Something that would really strike a chord with the caregiver; not just in terms of scenarios, but especially in terms of the emotional journey. Credit to them, I think they delivered beautifully”, said Rowena Bhagchandani, Chief Executive Officer and Co-Founder of BLKJ.
Cracknell added, “BLKJ handed me a beautiful script. It contains a powerful sentiment that captures the frustrations and struggles of being a caregiver for your elderly parents, but also its surprises and rewards.”
Client: Great Eastern
Founder / CEO: Rowena Bhagchandani
Founder / ECD: Joji Jacob
Associate Creative Director: Sid Lim
Creative Group Head: Michael Chin
Writer: Lina Lim
Art Director: Cindy Roselina
Senior Account Director: Anna Adipue
Account Manager: Bon Koh
Senior Account Executive: Tracy Ong
Producer: Jaye Ong
Producer: Hidayah Asari
Production Company: Sweetshop
Director: Simon Cracknell
Managing Director & Executive Producer: Laura Geagea
Producer: Irene Gan
Audio Post: Song Zu Singapore