GRADES
BEFORE
THE
GRADES
Oct 2017
Client: StarHub +
Ministry of Education
Client: StarHub +
Ministry of Education
PSLE.
It’s the first big exam for this nation's children, the first big test of their young minds. But the truth is, it’s an even bigger test for their parents. Is this when scores truly matter?
One hour before PSLE grades were released, the parents of Huamin Primary School students gave us their answer.
It’s the first big exam for this nation's children, the first big test of their young minds. But the truth is, it’s an even bigger test for their parents. Is this when scores truly matter?
One hour before PSLE grades were released, the parents of Huamin Primary School students gave us their answer.
Notes:
Because the entire ordeal has to be kept as a surprise for the class, we had to operate on a very lean production crew. During filming, Pao and myself were waiting blind without any monitor feed in the next room. When we heard the mood shifted from loud chatters to pindrop silence (sobbing even), we got goosebumps. Because we knew we’ve made a positive impact on these 36 kids forever.
Because the entire ordeal has to be kept as a surprise for the class, we had to operate on a very lean production crew. During filming, Pao and myself were waiting blind without any monitor feed in the next room. When we heard the mood shifted from loud chatters to pindrop silence (sobbing even), we got goosebumps. Because we knew we’ve made a positive impact on these 36 kids forever.
It was also hearterning to learn that the school has every intention to turn this into their annual PSLE ritual.
Activation:
Film (Sustenance): Creative Circle Awards Gong Show 2018
Film and Branded Content Category - Gold
PR Category - Bronze
Credits:
Creative Directors: Khalid Osman, Lester Lee
Creative Group Head: Paolo Agulto
Senior Art Director: Marvin Liang
Junior Art Director: Kezia Agusta
Production: Twin Taoers (Film)