Visualizing Hidden Threats

Instead of relying on intimidating graphics, we used subtle visual cues integrated into the vibrant temple fair environment to represent everyday exposure to germs, keeping the tone upbeat.

Cultural Authenticity

Set the production within a deeply recognizable Thai cultural setting (the temple fair) to ensure the message felt local, relatable, and celebratory.

Spokesperson Integration

Leveraged Chompoo Araya's trusted parental influence to ground the technical benefits of A2 protein in an authentic family setting.

Tone & Aesthetic

Created a warm, airy rural backdrop that visually reinforced purity, comfort, and natural digestion.

Storyboarding & Hybrid Direction

After personally storyboarding the entire master video, I faced the unique challenge of splitting production under strict safety guidelines. Being physically on set for about half of the shoot while managing the rest remotely from home via live video monitors was surreal, but our wonderful team made it work seamlessly.

Teamwork Under Pressure

Working remotely meant relying entirely on clear communication with the on-site director and crew. Everyone was exceptionally professional, focused, and supportive, turning a difficult technical hurdle into a shared triumph.

Reframing Public Health

Rather than relying on cold statistics, the campaign tapped into emotional vulnerability. By cataloging everyday gestures of affection on "The Loving List," hygiene was positioned as an act of care.

Cinematic Art Direction

Used warm, tactile lighting and naturalistic framing to contrast with sterile pandemic environments, emphasizing closeness and emotional relief.

Musical Rebranding

Transformed a legacy jingle into an infectious modern track to appeal to younger demographics and encourage active participation.

Visual Energy

Utilized dynamic camera movements and saturated, urban color palettes to keep the energy high and non-clinical.

The Pre-Built Trench & Reverse Schedule

When we arrived on set and found the massive train track trench already constructed, our crew adapted on the fly. We smoothly flipped our shooting schedule to work in reverse, capturing the final celebratory group scene first while the set was pristine, and gradually dismantling the track environment as the day went on.

Navigating COVID Protocols Together

Produced during the height of COVID-19 restrictions, the shoot required rigorous pre-set testing protocols and strict, constant masking for the entire crew. Thanks to everyone's patience and dedication, we kept a complex production running smoothly.

Managing Set Energy

Directing a large cast of children naturally introduces unpredictable energy. With the help of a fantastic crew and careful choreography, we captured genuine, spontaneous moments of teamwork.

Concept Metaphor

Translating cognitive science into a relatable commercial narrative required a strong central visual mechanism. Interlocking train tracks served as a physical proxy for neural connections and social cooperation.

Visual Tone

Established a high-contrast, industrial aesthetic to appeal directly to professional audiences seeking power and refinement.

Location Scouting

Juxtaposed slick urban architecture with rugged off-road terrains to visually demonstrate the vehicle's dual capabilities.

The Product Reality

Since the 2018 Trax shared the exact same chassis and specs as the previous year, the entire creative challenge rested on launching a single new selling point: the striking copper colorway.

Golden Hour Aesthetics

We anchored the visual identity in warm, sunset-drenched coastal environments that naturally complemented the copper finish, making the car look like an extension of golden hour light.

The #coppermoment Instagram Strategy

To maximize social engagement, we designed a coordinated grid strategy on the official Chevrolet Indonesia Instagram profile. Individual image tiles locked together to form a massive, continuous mosaic banner spelling out #COPPERMOMENT across the feed, seamlessly blending vehicle details with lifestyle and sunset moments.

The Jakarta Challenge

Facing a city of 30 million people with severe traffic jams, leaving drivers stuck in gridlock for hours on an average weekday, traditional test drives were virtually impossible. We had to reinvent how customers experienced the vehicle.

The Virtual Test Drive Mechanism

Introduced an online test drive through live-streamed cameras, allowing customers to take control of two Chevrolet Trax directly from their living rooms. Users tracked the cars via interactive maps, sent live comments and challenges, and watched popular comedians on board commentate as they explored Jakarta.

Competitive Gaming & Real-Time Engagement

Pitted two Trax vehicles against each other in a head-to-head live challenge to fulfill incoming user requests, gamifying the traditional test drive and turning active community participation into a dynamic competition.