Edelman Malaysia is continuing its push to evolve festive storytelling with Bersama Semoola, Farm Fresh’s latest Raya campaign that brings together film and music into a single, culturally-driven experience.
At the centre of the campaign is a 12-minute musical short film, accompanied by an original Raya soundtrack by Margasatwa; released on streaming platforms, with the song remaining in the hands of the artist. Designed to move as one, the film and music extend the story beyond a single viewing moment.
The film also features Azmi Zainal, Group COO of Farm Fresh, who takes on one of the main character roles, adding a personal layer to the brand’s involvement in the story.
“This year, Farm Fresh presents another piece that stands apart. Our short film, Bersama Semoola, tells a simple story about friendship, family, and how music has its own way of reigniting old memories, through our OST, which has been playing on Spotify,” said Azmi Zainal.
“This is the kind of work we want to be known for ideas and stories people connect with and carry forward,” said Mazuin Zin, CEO of Edelman Malaysia. “It reflects where we’re heading as a unit, where content moves beyond storytelling into ‘story-doing’—work that earns attention, drives action, and builds trust over time.”
For (Mooks) Mundzir Abdul Latif, Head of Digital and Creative Technologist at Edelman Malaysia, the ambition each year has been to raise the bar for what audiences can expect from the brand during festive seasons.
“Every year, we try to outdo ourselves in a way that still feels honest to the brand. Farm Fresh has always been about quality and consistency, so the work should feel that way too. Even the name Bersama Semoola came quite naturally. It’s a small nod to Moola, positioning the product as something people already drink together, whether it’s at home, during Raya, or just lepak at a stall.”
“That idea of ‘together’ felt like a nice place to start. From there, everything kind of grew around it. The drink becomes part of how they reconnect, and eventually, it feeds into the song they create together. It didn’t feel forced; it felt like something that could actually happen.”
A story rooted in music and second chances
The idea for Bersama Semoola was developed by Shazwan Ze, Content Group Head at Edelman Malaysia together with Ameera Rosli, content writer and resident storyteller, drawing from their long-standing relationship with music, their belief in chosen families, and personal observations of rediscovering purpose later in life.
The story follows four former bandmates attempting a Raya comeback; navigating shared history, unresolved emotions, and the bond that never quite fades.
“It started from something quite personal,” said Ze. “Watching someone close to me find a second wind later in life made me think about how many of us quietly leave parts of ourselves behind. Raya felt like the right moment to tell a story about finding your way back.”
Letting the music carry the story
Music was treated as a core pillar of the campaign.
Margasatwa was handpicked to create something that doesn’t blend into the usual festive soundscape. Instead of chasing a contemporary or algorithm-driven sound, the direction leaned toward a more timeless, Nusantara-inspired style that feels closer to home.
Written by Kimal, the track carries a personal touch, including the voices of his children; adding another layer of meaning to the song. Produced by Megat Fazly at Resonant Pribadi Studio, the track balances familiarity with staying power, anchored by its playful “ding ding ding” hook inspired by duit raya.
Built by a team shaped by music
Music runs through Bersama Semoola in the story and in the people behind it.
Ze is the vocalist of Spooky Wet Dreams, while (Mooks) Mundzir Abdul Latif fronts One Buck Short. Ameera previously wrote about music during her time at JUICE, and Karina Shaif, who led the campaign’s art direction, is behind iconic visuals from single artworks to full visual identities for bands and musicians in Malaysia.
The film was directed by Faizal Noar, known for his emotionally grounded style and also the drummer for Ufuk Raya. The official music video was directed in-house by Edelman Malaysia’s Fitri Hakim, a video maestro and active member of the local music scene.
A different take on Raya storytelling
While many Raya campaigns focus on traditional family dynamics, Bersama Semoola shifts its lens toward friendships that become family over time, while also placing older characters at the centre of the story.
The campaign rolled out across YouTube, TikTok, Instagram and Facebook, with audiences invited to share their own interpretations of the song turning it into a shared cultural moment.
Edelman Malaysia has partnered with Farm Fresh over the past two years, delivering festive campaigns such as Bawa Balik Yang Itu (Raya 2025) and Fullpower (Chinese New Year 2026). Bawa Balik Yang Itu was recognised at the Dragons of Asia Awards, reflecting the agency’s continued commitment to culturally resonant storytelling
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