The campaign was made together by Film Pabrika, Hit Productions, and New Zealand’s Cirkus Animation House. It features a series of scenarios depicting some of life’s small but valuable moments – some friends enjoying a movie, a new family strolling in the park, and a woman fitting her wedding dress, to name a few – set to a rendition of the Beach Boys’ “God Only Knows.”,
“More than anything, we wanted to capture the innocence of simple situations,” mentions Film Pabrika director Joel Limchoc. “We opted for simple snippets of life that represent joy in its magical realism form. By using miniatures, we eliminated variables otherwise present in usual spots and stripped them down to their most basic message.”
The choice of using a miniature set was also very deliberate as the group wanted to be different. “It’s brave for a client to experiment with this unusual method of storytelling,” notes McCann Worldgroup Philippines CCO Joe Dy “At a time when all the online content is starting to look and sound alike, it’s good that we got a chance to rediscover the art of good craftsmanship,” he added.
“Ayala Malls’ Awaken Amazing campaign is an invitation to everyone, encouraging them to rediscover how small moments can make life amazing. The kind that one can only experience within the world of Ayala Malls. This charming film hopes to bring these moments to life in a fresh new way,” shares Eunice Velasco, Ayala Malls Marketing Director.