M&C Saatchi and NagaDDB Tribal reimagines tradition via CelcomDigi’s Chinese New Year film
What happens when generational traditions meet the power of modern technology, imagination, and creativity? In CelcomDigi’s latest Chinese New Year film, Threads of Legacy answers this question with a cinematic tale of resilience, innovation, and family bonds. Featuring a vibrant short film, the telco-tech giant invites Malaysians to rethink how they can preserve their heritage while embracing the beauty of a connected world.
Directed by Directors Think Tank’s Maurice Noone, the film follows the story of Blaze, a spirited young woman whose family has long been celebrated for their exquisite cheongsam designs—a legacy nurtured over generations. Each year, their artistry shines at an annual cheongsam showcase, an event that embodies their cultural pride. But when an unforeseen illness sidelines the family matriarch, their cherished tradition too, faces an uncertain future.
Refusing to let their legacy falter, Blaze harnesses the intricacy of projection mapping, alongside the seamless connectivity of CelcomDigi’s network. Through a captivating display of light, texture and culture, she reimagines the cheongsam showcase with a spectacular blend of the old and new—proving that traditions can flourish when given a modern twist.
“Chinese New Year is a time for reflection, reunion, and honouring what matters most,” said Alvin Teoh, Chief Creative Officer of CelcomDigi’s One Team.
“This story captures the beauty of how technology can help preserve the essence of our traditions while presenting them in extraordinary, forward-thinking ways. By empowering individuals to bridge generational and cultural gaps through technology, CelcomDigi celebrates the enduring power of connection—both on a digital and personal level.”
The short film is now live across CelcomDigi’s official social media and digital channels. Watch it now and share your stories of reimagining traditions through technology and connectivity.
CelcomDigi together with M&C Saatchi and NagaDDB Tribal wishes all Malaysians a merry and prosperous year ahead: Gong Xi Fa Cai.
