Maxis has showcased its recent video focusing on celebrating Hari Raya for those who are hearing-impaired.
The Takbir is an important part of Raya celebrations for Muslims around the world. Unfortunately, the deaf can feel left out when participating in the prayers.
Inspired by these challenges, Maxis has created a mobile app in conjunction with Raya this year, enabling the deaf to experience the Takbir through visuals and vibrations for the first time.
To create the app, Maxis worked with the Malaysian Federation of the Deaf (MFD) to better understand the challenges that the deaf community experienced, as well as consulted Islamic Affairs Officer and Imam of Masjid Ara Damansara, Uztaz Mohammad Khairul Bin Mohd Lias.
Utilizing pre-existing accessibility features already present on iPhone, such as the haptic engine, the result was the Deria Takbir app, which converts real-time sound waves into cymatic visual patterns and haptic feedback, allowing users to feel the Takbir’s rhythm and melody.
The video depicts Faiz, a little boy who is deaf in real life.
On Raya, his father hands him the iPhone with the Deria Takbir app and for the first time in his life, Faiz experiences the feeling of being present during the Takbir. He uses Maxis’s Deria Takbir app to pray and at the same time be able to participate in the group prayer at the masjid using the app.
This app converts sound in real-time into haptic vibration and cymatic visuals, bringing the closest feeling to the Takbir Raya for the hearing impaired to spiritually immerse and celebrate the joy of the season with others.
“We found this campaign to be especially meaningful as there were many parties involved in creating this campaign – from the iPhone team and the inherent features of their devices, to the MFD for giving us valuable insights, consultation with Uztaz Mohammad Khairul, our agency partners and everyone who inspired us,” says Tai Kam Leong, Maxis Head of Brand & Marketing.
CREDITS:
Maxis:
Head of Brands & Partnerships: Tai Kam Leong
Head of Marketing Communications: Pamela Chia
Marcomm Specialist: Nick Yap
Content Marketing Specialist: Krystal Tan
Creative Agency – Leo Burnett
Chief Creative Officer : Abraham Varughese
Executive Creative Director : Iska Hashim
Creative Director: Walter Teoh
Creative Group Head: Kimberly Yap
Account Director: Vinz Low
Copywriter: Idzwan Johar
Senior Art Director: Chan Sze Mei
Art Director: Nelson Tse
Production – Directors Think Tank
Executive Producers : Rajay Singh, Pat Singh
Film Director : Maurice Noone
DOP : Anu Moothedath
1st AD : Heng Tek nam
Producer: Deshen Heng
Art director : Jarrod Wai
Wardrobe : Darren Siew
Make-up & Hair : Monica gill
Production Manager : Subash Krishnamurthy
Editor: Affandi Jamaludin
Music & Audio: 2am
Post Production : APV
Ministry XR
App Development
UX Director: Ivan Gerard Khoo
CTO: Dr. Andrew Yew
Client Relationship Manager: Fay Lee
Project Manager: Faisal Athar
Lead Engineer: Asyran Amin
Engineer: Nadia Marzuki
UI/UX support: Nu Farain & Aiman Haris
Cymatics visual support: Zaid Suki
Cymatics Visualisation
Cymatics visualisation Engineer : Ram Nabil Chia
Cymatics Visualisation DOP: Mahen Bala
Producer: Anand Shashinadaran
Audio Engineers: Shaktyvel Neelamekan & Daryll Diengdoh
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