Campaign Spotlight

Campaign Spotlight: Ayala Malls’ ‘Small Moments’, Produced By MRM McCann, Shows That Every Moment Can Be Amazing

Ayala Malls has come out with what may be their smallest campaign yet. “Small Moments” was produced by MRM McCann, and is set entirely on miniature-scale models of the Ayala Malls. 

The campaign was made together by MRM McCann, 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.


Associate Creative Director/Copywriter: Fran Palines
Art Director: Karen Francisco
Chief Creative Officer: Joe Dy
Creative Director: Maan Bautista
Account Management: Rache Rayos, Nannah Labayen, Darrianne Reyes
Chief Experience Officer: Manny Fernando
Leo Mercado, Producer (JUST ADD WATER)
Director: Joel Limchoc
Executive Producer: Jing Lopez
Line Producer: Lei Villena
Director: Christian Greet
Production Staff: Viktoria Fortune, Puteri Raja Ariff, Marko Klijn
Arranger: Arnold Buena
Audio Engineers: Topet Concepcion, Eddie Boy Vargas
President: Jennylle S. Tupaz
Marketing Director: Eunice Velasco
Digital Marketing Head: Ernest Valencia
Consumer Engagement Marketing Head: Tin Yabao
Digital Marketing Assoc Manager: Joann Sy
Digital Marketing Assoc Manager: Steven Cruz

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