Campaign SpotlightPress Release

Sweetshop’s Zac Ella produces regional campaign ad for Lazada’s 11.11 biggest one-day sale

BANGKOK, THAILAND — Production house Sweetshop has launched a remarkably fast-paced film for Lazada, Southeast Asia’s pioneer ecommerce platform for 11.11.

Lazada’s latest 11.11 Biggest (One-Day) Sale campaign film, directed by Sweetshop’s Zac Ella, is a refreshing sensory explosion that stays true to the brand’s charismatic nature and “Add to Cart. Add to Life” mantra. Full of anticipation and excitement, the film calls viewers into the intoxicating world of possibility. What have they been waiting for? Lazada’s 11.11 Biggest (One-Day) Sale! Shoppers who have been holding back on making purchases finally get the explosive deals they’ve been waiting for.


The films draw attention to the most pivotal part of shopping – the excitement of the checkout and the anticipation of receiving the parcels.

Sweetshop Director Zac Ella recounted his experience working on the films: “We are fortunate to have had this opportunity to imagine such a fantastical world and to even build it in real life! We tapped a master to build a mini-scale city block in the studio which looked like a perfect fusion of every modern Southeast Asian city. The end result became a setting that could work in any market.”

In the films, spaces within Lazada’s shoppers’ homes shift and evolve, a sweet serenade to individuality made possible by Lazada’s spectacular sale.

Zac continues, “Blocking and dynamic camera movements were used to pull people dramatically through the scenes, from one world to the next. The entrancing visuals, vibrant colors, and the addition of dynamic performances make each shot a boombastic spectacle that calls to potential shoppers to make the most of this sale. I hope Lazada fans enjoy the film as much as we enjoyed making it.”

The campaign consisted of six country-specific shoot variations for the Philippines, Malaysia, Indonesia, Vietnam, Singapore, and Thailand, with Bangkok as the central on-the-ground shooting hub.


Client: Lazada Regional Marketing Team
Product: 11.11 Lazada’s Biggest (One-Day) Sale
Production Company: Sweetshop

Director: Zac Ella
Managing Director: Laura Geagea
Executive Producer: Penny Woo
Senior Bidding Producer: Jennifer Crabb
Producer: Sean Lim
Production Manager: Stella Teng
Post Producer: Thiti Wongtikul (Fai)
DOP: Parrk Pitiyapakdeekul
Production Assistant: Touie Li
Production Assistant: Jessie Long
Line Producer: Sirichon Pongsaengson (Boong)
Production Manager: Janjira Supawong (Tan)
Production Coordinator: Chanokmart Puechponsub (Kwanjai)
1st AD: Pattra Kanjanamek (Patt)
2nd AD: Supat Rangsipat (Pook)
Art Director: Pallop Chomthaworn (Kai)
Assistant Art Director: Panich Ngamniyom (Gap)
Sound Mixer: Naigrom Kijjawattana (Ohm)
Post Production Company: Heckler, Singapore
Post Producer: Lizzy Homersham
Offline Editor (freelance): Adam Hussey
Colourist (freelance): Ben Conkey
Post Supervisor: Cody Amos
Lead Online Artist: Fernando Canevero
Audio Post Production Company: Two AM Music Global, Kuala Lumpur
Producer: Wira Chon
Music Composer: Malcolm Goldie
Sound Supervisor: Kit Kuan Leong
Sound Engineer: Shir Li Lau

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