Campaign Spotlight

Directors Think Tank shoots new Petronas global brand film for McCann Malaysia

Directors Think Tank director Rajay Singh has again worked with PETRONAS and McCanns Malaysia. PETRONAS, McCann Malaysia and Directors Think Tank Malaysia recently created the brand’s global film – a visually striking perspective of the life of a lubricant engineer, told in 75 seconds. The spot was shot in the UK and Malaysia.

Salvatore Schembri is an Italian, and a Petronas Fluids Engineer who travels to every race and test session throughout the year, helming a lab that learns from each race and perfects the technology behind the lubricants that put the team on top.

The film reflects the rigorous development process that all PETRONAS products, be it Primax fuels or Syntium lubricants, go through. The TVC forms part of the brand’s recent efforts to build presence in the global market.

McCann Erikson Creative Director Yeoh Oon Hoong says, “Right from the get go, Jay and the Directors Think Tank team made incredible strides in ensuring the production quality was top notch. The energy level of Jay and his team was inspiring to witness as they overcame multiple challenges throughout the entire production. The directorial input took the film to a level of storytelling that is warm, compelling and most of all, a delight to watch.”

He continues, “The art direction, cinematography, editing and music mimicked a high pressure, always-on environment that rarely pauses – even well-deserved coffee breaks were interrupted by requests for more. A perfectly-synced shoot across two continents, this year’s efforts focused on the talent, tenacity and sheer will of the team behind the scenes of a top performing F1 outfit.”

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