Maybank partners with Alchemy79 and Directors Think Tank for Chinese New Year campaign

For Chinese New Year 2026, Maybank Malaysia collaborated with Alchemy79 and Directors Think Tank, led by director Sling Ng, to bring Blessings All Around to life. The cinematic festive film reimagines traditional prosperity through a more intimate, human lens. At the heart of the campaign is the belief that true blessings are often already around us, found in simple, everyday moments.

Instead of focusing on material success or grand celebrations, the film reframes traditional CNY wishes – wealth, prosperity, and fortune – through stories of love, connection, and shared experiences. By highlighting small but meaningful gestures across generations, Maybank positions itself as a brand that understands what truly matters in people’s lives.

For Film Director, Sling Ng, from Directors Think Tank, the challenge was turning a fast, energetic festive moment into something quiet and reflective. She wanted audiences to slow down and truly see what matters. “By capturing the Lou Sang scene in ultra slow motion, we allowed viewers to pause and reflect. Each scene was also designed with a distinct colour grouping to give clarity to characters and mood, supporting the flow of the story without distracting from the core idea.”

Agency Invictus Blue placed strong confidence in the director’s storytelling sensibility, allowing creative freedom while maintaining strategic clarity and brand consistency. This trust enabled the team to explore a more refined, narrative-driven approach, moving away from conventional festive advertising formulas.

“We believed in Sling’s ability to handle this story with sensitivity and depth. His vision aligned perfectly with our intention to create something timeless and emotionally grounded,” said Thang, Creative Director.

Through close collaboration between Directors Think Tank and the Alchem79, the team brought together creative vision, production craft, and strategic thinking. This partnership allowed the film to be executed with clarity, care, and emotional depth. More than a festive commercial, Blessings All Around became a reminder that prosperity is found in presence, care, and connection. By celebrating life’s quiet moments, the film reinforced Maybank’s role as a trusted companion in every stage of its customers’ journeys, not just during Chinese New Year, but throughout life.