COCA-COLA MV
Coca-Cola wanted a CNY campaign that could speak to audiences in both Singapore and Malaysia. The concept followed Singaporean creators travelling across the border to Malaysia for CNY, so the production had to feel authentic to both markets while remaining cohesive as one campaign.
The final content was intended for distribution across Singapore and Malaysia, alongside OOH placements.
01 / Context
One campaign, two markets.
As the main producer, I translated the regional concept into a workable production plan, coordinating Singaporean and Malaysian creators, travel and accommodation, cross-border logistics, product requirements and the Malaysian production team. This included managing contracts and commercial requirements with the Malaysian side while aligning talent, crew and stakeholders across markets.
With multiple moving parts happening across borders, the production had to stay tightly coordinated to ensure the final story felt cohesive and authentic to both audiences.
02 / Approach
Making a cross-border concept work in practice
Delivered a regional Coca-Cola CNY music video featuring Singaporean and Malaysian creators, with the final campaign distributed across Singapore and Malaysia, including OOH.
Role: Producer
03 / Outcome