Director: YS
Assistant Director: Raymond
Creative Director: Douglas Koo
Associate C. Director: Sean Tan
Senior Art Director: Foong
DOP: Nick Lee
Producer: Wai Jhee, Pooi San , Kelly
Design: Steph Yiehcin, Foong
Storyboard: YS, Raymond (Jid, Azli Drew)
Music Producer: Izwin
Editor: Raymond
Post Editor: Xiang, YS, Raymond
Colorist: Production Team
 

Project Overview

F&N Rebrand (2023)
Format: 15sec Commercial Ad
My role: Assistant Director/ Editor 

This project was part of the F&N rebrand campaign targeting a Gen Z audience, featuring new packaging,
key visuals, and video content across multiple platforms under the theme “Kini Lebih Gempak.”

Rough Cut to serve as guidance
To achieve a fresher, more energetic Gen Z driven approach, we drew inspiration from K-pop music and content. A custom track was developed with an external music studio, which played a key role in shaping the pacing and overall tone of the videos.

moodboard

We first developed an initial board for internal approval, where I was put in charge of the Orange and Ice Soda,
while my colleague handled other flavours. Each flavour carried its own concept
while staying within a unified direction, forming four 15second ads.

One of the key challenges during pre production was casting, finding talents who could both
perform confidently (like dancing) and carry the brand visually.

F&N music demo
Early story flow planning (in case you're interested)
Location proposed

Storyboard

Location planning was also critical, as we needed spaces that fit the concept while working within time
constraints and public limitations, especially for high traffic areas like Lot 10 for strawberry flavours.

The shoot took place across two & half days. On the first day, we filmed the Orange flavour and Sarsi, with the art team helped preparing and enhancing the environment, including repainting and setting up lighting to achieve the tone.

The second day involved outdoor shoots around Lot 10 and Jalan Alor, where we had to work around crowds,
traffic, and limited time windows to capture each scene.

As the final product packaging was not ready during filming, we shot using a temporary green wrapped version, which was later replaced digitally by Xiang using Lockdown. The can had to be stabilized during filming but the main challenge was tracking
the can through its natural shift when opened, a momentum driven movement that required careful manual stabilization and frame by frame refinement. 

Our producer had to stepped in as a hand model for this shot, as the talent's nails were
too long to open the can with the force needed. The water droplets were also added separately in comp.

My favorite part  

For the Ice Soda segment, the original talent was unable to perform the required stunt,
so we brought in a skilled skateboarder to execute the sequence. 

We faced one of the biggest challenges, heavy rain and extremely dark skies. To maintain a bright, daytime look,
we adjusted lighting on set as much as possible,and I later replaced the sky in post production frame by frame to ensure consistency, as AI tools were not as advanced at the time. Color correction further helped enhance and unify the final look.

Post was handled by just 3 of us, led by Xiang. Key tasks included DOOH screen replacement at Lot 10,
product packaging swap, sky replacement, rotoscoping, object removal, motion elements, neon logo sign,
camera movement editing, and a 3D can reveal at the end.

Late in the process, the client requested that the large mural board in the Soda ad be changed from grey to the product's light blue color. With limited time, we came in on a public holiday to complete it, tracking the board with Mocha and
replacing the color with a new layer.

The final content was rolled out across multiple platforms, including billboards and
train stations, as part of the campaign.