The brief to Naga DDB Malaysia was to visually demonstrate Digi Broadbandâs undisrupted service, using the story of light trails, within the framework of a midnight bicycle ride. In the simplest terms, the Digi light trail would never falter, while the other coloured light trails would flicker and fade.
It was important from the beginning to keep the feel of the commercial as organic and natural, as possible â shying away from a cold, high-tech approach as would be expected from a telco company. The task then was to shoot a group of friends going for a midnight ride through the streets of Kuala Lumpur and then generate Light Trails in 3D and match and comp these shots with the footage.
As we wanted the light trails to be authentic, research was done on night-time slow shutter photography, and on how real light functions in a space - how it might pulse and how it would create reflections on the ground and surrounding objects. Because we were creating something unnatural but trying to make it feel as real as possible, this took up a lot of our time in exploration, and to finalise the look. We were on course with online, but when the deadline was extended unexpectedly, we took the time to perfect the âlookâ further.
The end result, a story of friends going for a magical midnight ride. Hope you like it.
Client: Digi Telecommunications
Agency: Naga DDB Malaysia
Production Company: Directors Think Tank Sdn Bhd
Date Uploaded: 2010-12-19
Director: Maurice Noone
Account Director: Alvin Teo
Copywriter: Ivan Yeo
Art Director: Chris Chong
Producer: Pete Singh
Post production: MFX Malaysia
Agency Producer: Sharon De Silva
Agency Producer: Sandra Duarte
Country: Malaysia