Directors Think Tank and Grey Malaysia bring SUNQUICK’s cheerful brand to life in new spot

Not every 30-second film gets remembered, but this one was designed to be. For SUNQUICK’s latest campaign, Grey Malaysia and Directors Think Tank, together with director Chevie, focused on building a story driven by fun, fast-paced energy and imaginative background visuals, blending warmth and everyday emotion in a way that feels natural and engaging.

When receiving the script, director Chevie was immediately excited to bring the concept to life. Executing a 30-second spot led by two child talents came with its own challenges, from casting the right kids to guiding them through performances on a green screen set, where imagination played a crucial role. With the support of post-production partner TANK3 Asia, the team was able to enhance the visual world and storytelling, helping translate the children’s performances into a fun, vibrant, and believable on-screen experience.

Chevie said: “Very thankful to Grey Worldwide for the opportunity and trust on this project. Truly a meaningful experience for the entire team. Special thanks as well to TANK3 Asia for the strong support throughout post-production, their contribution played a big part in bringing this film to life.”

Grey aimed to create a film that felt energetic, imaginative, and emotionally engaging, while staying true to SUNQUICK’s cheerful brand personality. The team focused on building a visual world that could instantly capture attention within seconds, using fast pacing and playful storytelling to reflect how SUNQUICK brings colour and joy into everyday family moments.

Sharing the agency’s perspective, the creative director added: “The goal was to create something visually exciting and emotionally warm at the same time. We wanted audiences to feel the fun immediately, while still connecting with the heart of the story.”

Through close collaboration between SUNQUICK, Grey, Directors Think Tank, and TANK3 Asia, the project came together as a seamless creative effort. From concept to post-production, every team played a key role in shaping a fast-paced, imaginative, and warm 30-second film that connects naturally with audiences by proving that even within a short format, meaningful storytelling is always possible.