Director Hyrul Anuar and Imaginary Friends supersize TikTok Shop’s 9.9 Brand Festival
Oversized deals deserve oversized storytelling. Directed by Hyrul Anuar with Imaginary Friends for TikTok Shop, the campaign brings one of TikTok’s biggest sale events of the year to life, dramatizing the excitement and scale of the festival while keeping it fun, quirky, and unmistakably TikTok. The central idea plays on the line: “When 9.9 hits, everything gets bigger.”
In this world, director Hyrul Anuar and Imaginary Friends bring giants to life, towering over a miniature city — but instead of destruction, the tone is playful and cheeky. The campaign positions TikTok Shop as fun, energetic, and irresistible for all shoppers, with execution that feels both cinematic and TikTok-native.
The spotlight falls on familiar faces from TikTok — Phei Yong, Goh Liu Ying, Fauziah Gous, Findy Yong, Han Xiao Ai, Kedai Dady, Jestinna Kuan, Miki Tew, and Ling Big Yong — each bringing their own personality and charm to the festival. Styled in TikTok Shop’s brand colours, they move through the miniature city with a blend of practical set builds and CGI wizardry, turning every promotion into something playful, dynamic, and unforgettable.
“Honestly, when the brief came in, I was macam wah syiok! — really happy and excited to dive in,” said director Hyrul Anuar. “Big thanks to Imaginary Friends and TikTok Shop for trusting me with this project, and of course Tank3 Asia for backing us up on the post. Extra shoutout to Tank Music for composing the track that tied everything together. Memang best teamwork to bring this larger-than-life idea alive.”
“The 9.9 Brand Festival is always about making a big splash, and this year we wanted to push the idea to another level,” said Adam, Creative Director at Imaginary Friends. “Working with Hyrul and the crew has been a blast, and with TikTok Shop’s trust plus Tank3 Asia’s post wizardry, we managed to turn a crazy idea into something fun, bold, and truly larger than life.”
Credits
Clients: Tik Tok Shop Malaysia
Integrated Marketing Lead: Irene Foo
Marketing Lead: Melanie Ng
Brand Marketing Specialist: Chan Siew Yee
Campaign Content Planning: Mohd Faiz Bin Muhamad
Agency: Imaginary Friends Sdn Bhd
Creative Director: Adam Chan
Creative Group Heads: Chee Hao, Siok Yee
Junior Art Director: Alice Tan
Head of Strategy: Sabrina Ismail
General Manager: Joleyn Chin
Account Manager: Phui Shan
Production House: Directors Think Tank
Executive Producer: Pat Singh
Producer: Lee Zin Yau
Film Director & Editor: Hyrul Anuar
DoP: Cyang Tan
Light: Along ABC
Gaffer: Big Man
Art Director: Ken Loong
Wardrobe: Wardrobe Room
Post Production: Tank3 Asia Post
Audio Post: Tank Music
