ProDiet gets cats flying for joy in new campaign with Directors Think Tank + Imaginary Friends

Prodiet has launched this product film, developed in collaboration with Imaginary Friends Malaysia and Directors Think Tank. The teams were tasked to create a concept around the feeling of munching on ProDiet.

The campaign stems from how cats are notorious for hiding discomfort, especially when it comes to digestive issues. The new ProCare™ Technology in ProDiet cat food tackles this head-on by promoting a balanced gut microbiome. This, in turn, leads to improved digestion, better nutrient absorption, and a feline feeling lighter and more playful. No need to hide… the film depicts the cats’ joy in full. Floating felines captured in slow motion to evoke the feeling of lightness that comes with a delicious meal that’s good for your gut.

Bringing this vision to life was no easy feat. After countless auditions, they found the perfect cast of feline flyers. Capturing them soaring through the sky presented unique challenges, but the results were truly magical. The final footage perfectly encapsulates the sense of freedom and well-being that comes with a healthy gut.

To witness the transformative power of ProDiet’s improved formula firsthand, watch this light-hearted video showcasing the joy of happy cats with a healthy tummy.

Credits
Client: Petworld Nutritions
Agency: Imaginary Friends Malaysia
Creative Director: Adam Chan
Associate Creative Director: Siok Yee, Chee Hao
Head of Strategy: Sabrina Jamaludin
General Manager: Joleyn Chin
Account Manager: Phui Shan
Production House : Directors Think Tank
Film Director: Maurice Noone
DOP: Din
Producer: Gray Loi
Line Producer: Shar Harn
Production: Wei Ren, Abi
Art Department: Something Reel Studio
Post House: Tank3 Asia
Audio House: Tank Music