ONLY LIGHT CAN PUT OUT DARKNESS.

MH370, MH17, Mount KK’s earthquake.

How did a newspaper celebrate its 170th anniversary in the wake of a trail of disasters that brought a nation to its knees? By focusing on the heroes.

This direction took inspiration from the many times the world’s mourning turned into positive chants for the heroes who risked their lives to save others in the midst of tragedy. Remember the Charlie Hebdo event and how #iamcharlie was trending on the internet, and very quickly #iamahmed was trending even more soon after? Remember how the earthquake at Mount KK shook us all, and how the news of the mountain guides giving their lives to save others gripped us?

Inspired By Greatness became the theme for the New Straits Times 170th anniversary because it was a better time than any to celebrate the human spirit.

The client gave the agency a bunch of images and said “turn this into a TV commercial”, and so we did. Using a parallax treatment in post, and thoughtful words on “greatness”, a moving film had been created.