Copywriter meets web 2.0

Tarsha, Chee Wee, Case and myself, staring at the monitor.

Chee Wee painting fingers.

Ang directing our main talent.

Ang directing himself.

Cubicle ‘Forby’ stools for us! (Not related to previous shots whatsoever.)

The shoot lasted 15 hours. Which wasn’t long for a 90 second spot. Directing fingers and hands was a refreshing challenge to us and to PRS (production house). Everyone was working hard but there was an air of relaxation in the studio - maybe because it was a pro bono effort and we did not have to put up with clients playing art director - but I’d like to think that they knew they were working on something meaningful. There was a sense of collective ownership; a rare thing among creatives, who are by nature, possessive of their work.

Among all the work I’ve created so far in my career, I have to say that the ones we are doing pro bono for the refugee agency ranks among the most satisfying. Knowing that the work will help the country’s most helpless and vulnerable group of people is infinitely rewarding. The passion shown by the teams on the job, the production houses, the artists, is inspiring.

Advertising is a powerful communications tool. For a long time, I’ve felt that to use this power to bring good to society is not a good idea. It is a responsibility. Sober from the self-love and vainglory that has too long defined the ad industry, the selfless pursuit of objectives of lasting achievement: changed lives, lets us improve not just products and services but human life itself. Thank you for your dedication to do great work for a great cause. You are a giant.