This is a happy moment!
I can still recall the number of compliments that was received from my boss, colleagues and friends when they saw this movie trailer on TV five months ago. Many told me it will win an award. Such wishes add on to my stress for the desire to hope that it will eventually happen for real. So I decided to put that thought away and keep my fingers crossed while waiting patiently for the day of the event.
The broadcast industry recognizes Promax as the Oscars of TV promotion. Yesterday night was the annual Promax Asia Awards ceremony. Like everyone else, I was among the audience hoping for a present from Santa to end the year with joy.
Just into the first quarter of the awards show, the category of my entry was up and I heard a familiar title being announced. Before I can receive all the handshakes from people sitting around me and settle myself down, my work was already playing on the big screen. It’s my turn to walk down the aisle and up the stage to receive a Promax Gold.
This promo was filmed in a rush (as usual) and the backdrop was plain and dirty. We’ve used a dvc pro camera which is bad at capturing low light as compared to the cameras we have now.
When my producer showed me her first cut, I saw the potential to elevate it further. The first cut carries this same music which was well chosen but the original message and selling points were not strong enough to create a connection with the viewers. On top of that, the original footage needs a face lift.
So we redraft the script and send the final edit for color grading. Adrian, the senior colorist from the post house that we’ve engaged did a fantastic job to inject more life and clean up the dirty backdrop into this classy, elegant spot.
It won a silver award at Promax Asia.
Trailer producers are way being under rated especially in Asia. Although we are the fighter pilots of the force but we are always given the last priority to book artistes’ time and filming crew. It is exactly the same for this project. We were told to create a star studded spot to sell our social media platforms without any resource support.
With a borrowed DSLR, we sneak into the backstage of an awards ceremony show and grab celebrities to post in front of the camera. As much as our effort may not be treasured by the chiefs, most of the celebrities from the station do appreciate our hard work and they manage to give us their best shot.
This trailer eventually garners a silver award at Promaxbda Asia last year.
This program trailer was created sometime back with my senior producer Ong Wan Jun. During the brainstorm session, a few ideas came up but were later being removed due to the lack of budget for big scale production. We settled for this concept and it proves once again that idea is king when it garners a gold award at promax asia.
One of our business KPI is to identify opportunities to create award winning trailers. When I saw this block of movies on the program schedule, I know the chance is here.
When I share this idea with the producer who is not confident of promoting movies, she could not eat or sleep well during the creative process. I wonder if she still thinks the same after this spot wins a Gold at Promax World.
Speaking about thinking out of the box, this variety program trailer shows it all and garners a Gold Award at Promax Asia.
Everyone in the team contributed to this promotion spot. We nailed down this idea after two brainstorm sessions and every producer was assigned a different task to script, direct, edit and perform sound design.
It was the winning spot at Promaxbda Asia for best PSA Challenge.
How much do you get if you lose a leg? How much does your wife get if you die in an accident? Are you insured?
Throughout my TV career, this is among the most successful branding i did for a program promo. This tune from our licensed music company “Lullaby of Pain” gives Unriddle a powerful branding.
When the fans of Unriddle heard of a possible sequel, this is what they say: “Just use that same tune to create teasers like the first season and we will know Unriddle 2 is coming.”
Both Unriddle teaser campaigns helped me garner 2 silver awards at Promax Asia in two consecutive years.
Below are the launch trailers for Unriddle 2 following the teasers.