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Toyota releases a Ramadan film shot by Malaysians while social distancing
12 May
In
the midst of this COVID-19 pandemic, “the new normal” is just a reality that
everyone has to quickly adapt to. This is especially felt during this year’s
Ramadan. With no bazaars in sight, and people spending almost all of their time
at home, it is an entirely new experience.
To
lift the spirits of Malaysians going through these challenging times, UMW Toyota
Motor shot a Ramadan film that peeks into the reflections of everyday people
during this holy month. For this, they collaborated with Hakuhodo Malaysia and Director’s
Think Tank. The film – titled ‘A Time for Reflection’ – features real people in
order to capture authentic self-discovery journeys. To achieve that, Toyota
opened the participation to the public. Malaysians were invited to show how
they observe Ramadan while under a Movement Control Order mandated by the
Malaysian government.
The
intention was to bring the introspective spirit of Ramadan, even when it’s
celebrated differently this year. But with everyone effectively confined to
their houses, the production team knew they had to get creative.
From conceptualising and planning, to executing the film, everything was done while social distancing was strictly practised. There were no big film crews, no film sets, there wasn’t even fancy equipment. The result was a film mainly shot by Malaysians with the film’s director, Aiman Aliff, guiding them via video calls. An experience that Aiman admitted was challenging but truly unforgettable.
Interspersing
between different households and locations, the film showed people from all
walks of life, observing Ramadan under new circumstances. From the pre-dawn meal
of sahur to the breaking of fast at
sunset followed by prayers – activities that were once done communally and
outdoors, become more of a family affair, safely performed at home. The film
also showcased front-liners and essential service workers who are no doubt the
heroes during this pandemic.
A symbol of people’s ingenuity and tenacity, the film is the first of three by Toyota to be released throughout Ramadan and Raya that Malaysians can look forward to.
Client: Toyota Malaysia Agency: Hakuhodo Malaysia Copywriter: Indra Irwan, Aaron San, Nadiah Azmi Art Director: Fikri Kamarudin, Tuan Shakir Creative Group Head: Matt Wang Executive Creative Director: Nicholas Kosasih Chief Creative Officer: Woon Hoh Head of Production: Max Tan Producer: Chris Yeap Account Director: Kiew Yennie Account Manager: Kamille Taniguchi Chief Operating Officer: Ryoji Suzuki . Production: Directors ThinkTank Director: Aiman Aliff Executive Producer: Pat Singh Line Producer: Alexsis Colourist: Yong Audio Production: TwoAM Music Studios Post Production: Post 2 Post
