COVID-19 Campaign X Oriental
THE LITTLE THINGS (2021)
There was no production. No crew. No set. No control over lighting, framing, or performance. Everything that typically defines a campaign was off the table.
The risk wasn’t just making something simple. It was making something that felt disconnected from a brand that had spent years building trust.
So instead of trying to recreate production, the work embraced the reality. People filmed themselves, in their homes, with their families. Imperfect frames, real moments, no polish.
That became the idea. Not despite the constraints, but because of them.
Turned production limitations into a creative system built on real, self-filmed moments
Reinforced authenticity through imperfection, aligning with the cultural moment
Delivered a message of shared experience without overproducing or overexplaining
