Directors Think Tank director Sling shoots new IPC campaign for Bonsey Jaden Malaysia

IPC.jpgDirectors Think Tank director Sling Ng has shot the latest IPC campaign for Bonsey Jaden Malaysia.

After months of renovation, IPC Shopping Centre has finally lifted its shutters with a refreshed interior and a renewed brand belief: a retail space that goes beyond just shopping. In collaboration with Bonsey Jaden Malaysia, So Much More was launched to capture the sentiment.

The centrepiece of the campaign is 'Once upon sight'.

It captures the story of a little boy who falls in love in the shopping centre. We see his journey to 'man up' and win her over.

IPC2.jpgIPC3.jpgIPC4.jpg"It's not just about the tenants and services. Here at IPC Shopping Centre, it's all about the moments - whether you're experiencing fashion, food or fun for the whole family," said Andrew Yeoh, Head of Marketing - Shopping Centre, IKEA Southeast Asia

"There were initial chats about a three-legged dog and a salmon man named 'Salman'. But we had to push the script to break out of the norm. But when the crazy settled, we knew that we landed on a story that's honest and real. One that I personally experienced," said Alicia Hew, Creative Group Head at Bonsey Jaden.

"To me, the biggest highlight of the campaign was working with so many like-minded individuals who truly displayed their hunger for a great piece of storytelling," added Jeremy Ng, Creative Group Head at Bonsey Jaden.

The moving spot was shot by Sling Ng and Rajay Singh who had to juggle a 4-month-old baby in between shots.

"So much more is all about the moments that happen in IPC. The shoot was momentous in itself because our directors had their own little co-director with them the whole time. He could also be the reason the charm in the spot was captured so vividly," said Adam Chan, Executive Creative Director at Bonsey Jaden Malaysia.

Along with the brand film, three snappy-sized clips highlighting the mall's new installations were released, directed by DTT director Zaim.

"It was truly an amazing experience being able to execute such an honest brief that required us to just highlight the brand pillars at the shopping centre which we feel they indeed stay true to. Working with such an awesome team to create this heartwarming story was an added bonus," said Dinesh Sanjay, Account Director at Bonsey Jaden.

DTT director Sling added, "After taking a short break from directing to become a Mum, I really felt this was the right project to make my return. The extra 'drawcard' was that I saw this as a great opportunity to collaborate with my fellow directors Jay and Zaim'.

Credits -
Regional ECD : Adam Chan
Regional Creative Group Head : Alicia Hew
Head of Art : Siok Yee
Creative Group Head: Jeremy Ng
CEO : Daniel Posavac
Managing Director : Nic Robertson
Head of Strategy : Taryn Mook
Production Co: Directors Think Tank
Film Directors: Sling Ng, Rajay Singh and Zaim
Exec. Producer: Heng Tek Nam
DOP: Anu
Producer: Gray Loi
1st AD: Intan Sham
Production Assistant: Ain, Ariff
Art Director: Maliq
Editor: Mindy
Post Production: VHQ Malaysia
Audio: Fuse Adventures in Audio
Client : IPC Shopping Centre
Head of Marketing: Andrew Yeoh
Marketing Manager: Eleanor Lo

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