The main film for the campaign is a travelogue where Thamrongrattanarit records his impressions of Japan and sends them back as souveniers to friends of his back home in a campaign called #FromMatetoMate.
Asked why the agency opted to go this route and about its choice of filmmaker, JWT Bangkok’s creative director Thasorn ‘Pete’ Boonyanate said: “We developed the concept and thought Nawapol would have the right sensibility to deliver it.
“(While) the director had no previous connection with the brand, he is no stranger to branded content, being famous for his quirky and funny commercials.
“But it is the more ‘sincere’ side of his repertoire as a writer and photographer that we wanted to use for bringing our concept.
“Huawei Mate 20 is one of the most technologically advanced smartphones, but we instead opted to highlight the emotional aspect of such an intelligent machine, which we thought was a more interesting take.”
Thamrongrattanarit added: “I drew inspiration from the souvenirs that travelers buy for their loved ones, the usual sweets, toys and small memorabilia.
“I personally think the most precious souvenir is a moment in time. So I did just that.
“Shooting this short film series with a Huawei Mate 20 took me to a new chapter in filmmaking, where I could challenge the limitations of professional cameras, capturing more spontaneous moments and editing my videos right away with the AI video editor.”
A dedicated microsite has been launched as a part of the campaign where people can select from the video postcards to send to their friends.
Chief creative officer: João Braga
Creative director: Thasorn Boonyanate
Creative group head: Danai Apiwatmongkol
Copywriter: Thasorn Boonyanate/ Supalerk Silarangsri / Supanat Wachiralappaitoon
Art director: Kusuma Arunanondchai / Danai Apiwatmongkol
Head of production: Jiroj Mechoojit
Client Service Team
Managing director: Parattajariya Jalayanateja
Group account director: Nuttawut Boonpan
Account manager: Aphesa Iamsakulpanit
Managing director: Chanapatt Chindasanguan
Business group director: Saruttaya Mahanavarani
Business director: Pornchanan Yamarat
PR supervisor: Lersant Wisedsinthop
Production House Team
Production house: very sad picture co,.ltd.
Director / editor / cameraman: Nawapol Thamrongrattanarit
Producer: Pacharin Surawatanapongs
Chief marketing officer: Chanvit Khieonavavongsa
Marketing manager: Tan Jing
Marketing manager: Ratta Muenphuea
Product manager: Polapat Saibourtong
Digital manager: Sutida Tahsai
Public relations: Napatsakorn Borisuthsawad
The post JWT Bangkok hires Thai filmmaker to create travelogue to launch Huawei smartphone appeared first on Mumbrella Asia.