TGH Collective Singapore goes vertical with new creative work for CIMB Bank Berhad
TGH Collective, the independent boutique agency founded by ex JWT Regional ECD, Tay Guan Hin, has picked up new account wins over the last few months.
The first of which is CIMB Bank Berhad, Singapore branch as a project. The integrated campaign for BusinessGo showcases a refreshed suite of services catered to small and medium-sized businesses.
A series of vertical videos were created to reach busy entrepreneurs and business owners on the go. “Today’s mobile landscape is more cluttered than ever. In order to stand out, innovative content is needed to grab eyeballs within seconds,” explains Tay.
“Each vertical video is designed to engage the mobile user, bringing alive BusinessGo’s benefits in an innovatively fun way,” continues Tay. “Vertical storytelling allows brands to push the boundaries in social marketing, creating fresh ideas that resonate with the behaviour of today’s mobile consumer.”
The videos feature a business owner struggling with services offered by others. Using the vertical space as a creative canvas, things take an unexpected twist when he moves over to CIMB BusinessGo.
Credits –
Film Director: Richard Koh
Executive Producer: Gerard Peter
Producer: Azlan Som
Producer: Ahmad Khalili
Visual EFX Supervisor: Ali Jahadi
Visual EFX and Comp: Ali Hadian
Editors: Chan Sing Yee & Hooman Rasuli
Director of Photography: Ven Soma
Audio: Hooman Rasuli
Production Designer: Khairul Mohd Dan
Gaffer: Kayee
Stunt Co-ordinator: Rubindran Nair
Casting Director: Haslam Yusof
Wardrobe Stylist: Siti Farah
Makeup Stylist: Marlia Leryani
Production and Post-Production: Pixelpost Sdn Bhd
6 Comments
Good to see someone pushing creative boundaries – albeit vertically. Congratulations, Mr Tay and team. Look forward to more great stuff!
Pushing the creative boundaries? I thought this was a spoof at first. It is terrible. What decade did this run? OMG you’re a dinosaur, FML
I hate to agree with WTF, but yeah it is dire work. Very dated.
HE LEFT ME OUT OF THE CREDITS! I did so much.
On second thought, I really like it. Ignore my first comment. I was drunk as hell.
The best ideas are the simple ones. Interesting use of mobile video. Never seen it done before.