A timeless love12/27/2023 ![]() But with careful reassurance, we were able to work with Sothea. ![]() Not having a hotshot, international director behind the camera made the client nervous at first. ![]() He had shot a few self-financed, short films but had yet to get a break by working on an international brand like Prudential. An eight-minute film gave us the chance to build the characters in depth, weave a complex plot, create a backstory, plus have a more natural delivery of Prudential’s key message: Life insurance is love insurance.Ī key decision in the creation of this film was selecting a young, ambitious Khmer director: Chum Sothea. In fact, 80% of all Khmer folktales end in tragedy. There is also a peculiar quirk in Cambodia when it comes to storylines: they’re expected to have a tragic outcome. In this part of the world, storytelling is the way tradition and learning is passed down through the generations. Why tell such an involved narrative, rather than a shorter, 60-second spot? The approach to this story was more cinematic. We turned to our Khmer staff and asked if they had any stories of enduring love and personal sacrifice. After presenting several rounds of fictional scenarios, there was a small but important change of direction-base the concept on reality for greater impact. It was a story based on her brother’s life. Our Head of Media, Bopha Un, told it to us. Ian Brown, Executive Creative Director of Havas Champagne in Phnom Penh, talks about how he and his team managed to tap into emotion with this new film for insurance company Prudential Cambodia.
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