Directors Think Tank: A recap of CNY films

What a season it’s been for Directors Think Tank! The teams had the privilege of working on some truly special Chinese New Year campaigns, each with its own unique story and energy. From heartwarming family moments to high-energy spots, here’s a quick look back at the projects brought to life in this year’s CNY.

1. CelcomDigi Threads of Legacy – Directed by Maurice Noone x M&C Saatchi x Naga DDB
Kicking off with CelcomDigi, Maurice Noone brought to life a fresh and heartwarming story that beautifully blended tradition and technology. The film highlighted the significance of the traditional Cheong Sam wardrobe, showing how it connects generations while embracing modern communication. It was the perfect mix of culture, warmth, and innovation!

2. MAG – Directed by Chevie Law x IPG Brands Media
Malaysia Aviation Group CNY spot, directed by Chevie Law. In this story we reveal the true dedication of all MAG staffs who will always stay behind, making sure all their tasks are completed while everyone else heads happily home. Despite being the last one to leave, they will surely make it home, with hard work and perseverance, they still ensure that they are not to be left behind. A very lighthearted story and yet meaningful reminder for us that even the journey will be longer for some, the effort that we are putting on it will truly be rewarding in the end.

3. Magnum Threads of Hope – Directed by Chevie Law x The Clan
Magnum’s CNY spot, directed by Chevie, explores what makes a hero. Sometimes, it’s the simple connections we have with others that lead to unexpected twists and moments of joy. Inspired by the idea of the red thread of fate in Chinese culture, the film reminds us that every bond holds the power to create something extraordinary. It beautifully captures the magic of these connections, all while indulging in the luxurious experience of Magnum.

4. UMobile YUÁN – Directed by Maurice Noone x IPG Brands Media
UMobile’s CNY campaign, directed by Moe, tells the story of a family’s round table, passed down through generations. The younger generation struggles to understand its value, leading to moments of tension. But as the story unfolds, the family comes to appreciate the joy of gathering and the meaningful connections shared during CNY celebrations. It’s a heartfelt reminder that, even in the rush of modern life, the true spirit of CNY lies in cherishing family and tradition.

5. Tenaga Nasional The Family Anchor – Directed by Hyrul x Chariot Agency
Tenaga Nasional’s CNY campaign, directed by Hyrul, is a super fun and heartwarming story with his signature playful vibe. It’s about an eldest sister who’s determined to fulfill her father’s wish: that the whole family comes together every Chinese New Year. Using her own creative ways, she gathers everyone for a reunion dinner, turning what could have been a chaotic effort into a touching celebration of family. It’s a perfect mix of humor, heart, and the power of togetherness.

6. Tiger Beer 敢敢冲 Together, We Roar! – Directed by Ausz x Chariot Agency
Wrapping up the season, we’ve got Tiger Beer’s bold and energetic spot, directed by Ausz. This spot features Dato Maw, who owns his own independent music label and makes music full-time. With the support of Tiger Beer and those who shared his passion, he turned doubt into fuel, pushing forward to achieve success together. The film showcases the power of unity, much like the bold spirit of Tiger Beer. It’s the perfect mix of attitude, fun, and a touch of rebellious charm. “敢敢冲 Together, We Roar!”

Explore more spots and watch the director’s video at The Think Tank.