Sweetshop Director Simon Cracknell is behind a poignant film for
Great Eastern from creative agency BLKJ.
The film reinforces the notion that in isolation being a caregiver is hard. It’s
exasperating. It’s exhausting. In the second set of sequences of the film, those same
events are reframed and show the other side of the coin. There’s laughter. There’s
joy. There’s a real, connected and loving relationship driving this story.
The look and feel of the film is defined by a cinematic aesthetic of heightened reality.
By approaching the film craft cinematically, capturing performances that feel
intimate, light-hearted and deeply human, the film and its message is richly
immersive, empathetic and powerful.
“We approached Simon and Sweetshop to give us something very real. Something
that would really strike a chord with the caregiver; not just in terms of scenarios, but
especially in terms of the emotional journey. Credit to them, I think they delivered
beautifully”, said Rowena Bhagchandani, Chief Executive Officer and Co-Founder of BLKJ.
Simon added, “BLKJ handed me a beautiful script. It contains a powerful sentiment
that captures the frustrations and struggles of being a caregiver for your elderly
parents, but also its surprises and rewards.”
Client: Great Eastern
Founder / CEO: Rowena Bhagchandani
Founder / ECD: Joji Jacob
Associate Creative Director: Sid Lim
Creative Group Head: Michael Chin
Writer: Lina Lim
Senior Account Director: Anna Adipue
Account Manager: Bon Koh
Senior Account Executive: Tracy Ong
Producer: Jaye Ong
Producer: Hidayah Asari
Production Company: Sweetshop
Director: Simon Cracknell
Managing Director & Executive Producer: Laura Geagea
Producer: Irene Gan