Muma Malaysia and Directors Think Tank bring ParkCity Group’s brand philosophy to life
Muma Malaysia has once again teamed up with Directors Think Tank, this time to bring ParkCity Group’s brand philosophy of people first to life.
Central to the property developer’s new brand campaign, the three-minute film is a heart-warming vignette of real life within its township community, capturing various moments of daily happiness that everyone can relate to from simply engaging in enjoyable activities or being with loved ones.
The film evokes a sense of belonging to a community, one that is diverse and multi-generational yet connected through a myriad of joyful moments.
With every scene based on authentic experiences shared by the people who live and work at the flagship Desa ParkCity township, the brand DNA flowed through the entire film from its diverse communities, seamless connectivity and convenience.
To capture the essence of ParkCity Group townships and what makes it unique among property developers, Muma immersed itself in the lives of the Desa ParkCity community who are not only residents but also visitors, students, business owners and workers within the township.
Inspired by what they heard and saw, Muma took it a step further by suggesting to have real residents and businesses as part of the cast and the client loved the idea as it was intrinsic to its brand and business ethos – people. Almost half of the cast are people who live or work at the township with little to no experience acting yet one cannot tell from watching the film.
With its people first philosophy, the award-winning ParkCity Group townships offer thoughtful amenities and convenience into its homes and social infrastructure to ensure that everyday living adds to the communities’ positive life experience.
Muma’s Creative Partner, Choo Chee Wee, said: “We wanted to communicate what being at ParkCity means. It is not just about selling homes but it is the experience, lifestyle and most importantly the community, and we wanted the brand film to reflect that. We decided that the best technique to do so is through storytelling, where every individual and unrelated moments are interlinked as the one narrative of being part of a ParkCity community.”
Renowned in the industry for their excellent visual storytelling, Directors ThinkTank brought its emotive treatment to engage and resonate with viewers. Under the direction of Chevie Law who is known for her storytelling approach and ability to evoke emotions of both audience and cast, she skilfully coached the first-time talents to express their feelings naturally on camera.
Choo added: “Chevie was so good that she made everyone cry. We were shooting a poignant wedding scene and the talent started to cry for real and the next thing I knew, the crew was also in tears. We also got feedback from the client that some of the audience got emotional during the film launch so I will take it as a good sign that our film evoked strong emotions.”
The new ParkCity brand campaign will also be featured on buntings, banners, lightboxes, OOH and social platforms.
Credits
Client: ParkCity Group
Creative Agency: Muma Malaysia
Executive Creative Director: Choo Chee Wee
Creative Directors: Kong Wei Wen & Kevin Teh
Art Director: Jaime Tan
Designer: Chin Zhi Qing
Senior Brand Manager: Lynn Lim
Production House: Directors ThinkTank
Film Director: Chevie Law
Executive Producer: Pat Singh
Producer: Lee Zin Yi
Music: Tank Music Asia & Nacho Usual Collective