the work

Generative AI's view of the future – negative and positive.

Briefs like the one from DBS are incredibly rare. “Can you make a film that shows how progressive we are as a bank in the field of AI? We need it in the next three weeks.” This really was a test of our mettle. Not only a completely open request but a deadline few would be able to confidently sign up to, if any. We did.

One day later, we presented five scripts. Within an hour, the clients had chosen ‘The Future’. With the gentlest of client input, we set to work with just one comment “Can you ensure it delivers our brand promise Live More. Bank Less.?” Absolutely we could.

All the best advertising starts from the same place: an idea. Here the idea was not to simply talk about AI, but work with AI. We asked ChatGPT about the future – a negative then a positive view. Within seconds, we had a series of short paragraphs for each. These were then crafted into prompts for Midjourney and a few thousand images created. The chosen few hundred were upscaled in Topaz GigaPixel and run through Stable Diffusion. We purchased a stock track and used elevenlabs for the VO. AI created, human curated and crafted.

Working what a Production House in Bangkok, we were able to edit, add SFX and Supers then export an HD screen-ready film. Luckily the sign-off process was incredibly smooth.

Originally aired 7 months ago, we think The Future is a testament to client and agency alignment and trust, confidence and creativity. And it was loved by all who saw it.

Not quite the original idea of driving through the desert breaking the 88 lights of the world’s largest laser harp. But still pretty cool. Well, pretty cold – down to minus 14 while filming. Our Rapper had to drive through the lasers to create a looped track so he could rap to it. Showing off the car’s capabilities along the way of course.

Written and Art Directed by Chris Catchpole at Interone China. Produced by Gwantsi.

A campaign to build credibility for CKD models – the Mercedes-Benz cars assembled in Vietnam. We shot a red car with the reflection of a sunrise in the badge. Developed to run on 30 April – Independence Day 2017, the pride of the nation, alongside an online and outdoor poster campaign. In the end, it was commissioned, shot and ready to go but didn't run for various reasons.

Written and Art Directed by Chris Catchpole at BBDO Vietnam. Shot by Jonathan Knowles.

See what light can do was a huge project initiated by Tribal DDB Amsterdam. With a huge incredibly dedicated and talented team, we shot 4 home 'lightovers' in each of 8 countries: Singapore, Hong Kong, Seoul, Shanghai, Paris, Amsterdam, Paris and Delhi. I wrote 12 and designed the website. Roughly 6 months to come to fruition. Some really charming, inspirational films too.

In Indonesia, Mother Fairy instructs her girls... and boys... to go collect tasty and fresh pulps for Minute Maid Pulpy Orange. Sexy, Smart, Fat, Muscles, Cowboy and Funny Fairy dutifully follow her request in a sweet challenge to get an 'Mmmm' from the cute girl relaxing on a hot Summer's day. VO in Bahasa with English subtitles. Fresh and tasty are the words on the blackboard.

Written and Art Directed by Chris Catchpole at Phibious Vietnam.

Launched Share a Coke in Vietnam and Philippines – 1 June 2014. I wrote and art directed this TVC, which scored a 112 on the global Coke ONS Link test (105 needed to air). The entire track was created by hitting, opening or blowing into Coke bottles and cans.

Written and Art Directed by Chris Catchpole at Phibious Vietnam. Produced by Fatman.

Here are just a few of our Advertising, Corporate Identity, Packaging, IP and POS projects to date.

Filmed over two consecutive nights from dusk til dawn, then edited, graded and mastered in 10 days. Hardcore, but worth it.

Google in Vietnam. Filmed in Ho Chi Minh City, Hanoi, Sapa, Da Nang and Hue. Director: Andrew Piggott, PH: 116, DoP: Ray Lavers. One of four films Rockstar did for Google. Click these links for the other three: Google in Sapa and Google in Hue and G-stations film. Rockstar was subsequently added to Google's Creative and Production rosters for Asia.

This modular TVC went from a being to Vietnam spot to Asia then worldwide. The ball is kicked out of one country (initially Brazil) and arrives in another, and another, and another, the same kids chasing it around the world. Just plug in the country and put in any order, it works for every market. Aired in over 100 countries (150+ I think), it was a super well-loved spot. Concept by Phibious. Editing, partial filming and typography by Chris Catchpole while ECD.

Coke's white ribbon is iconic. When white light hits glass, you get refraction. All the colours of the rainbow shine out. Our beautifully simple LGBTQIA+ poster shone out in Milan, Paris, Amsterdam, Berlin, London and finally at the banned Europride 2022 in Belgrade, Serbia. Originally winning at The Drum's Chip Shop Awards, it took 18 months to persuade Coke to actually run it. But it was worth the wait. And it ran for a second in 2023.

Original concept: Sid Nair

To dramatise the benefit of Clear Menthol, we made it ‘snow’ in four cities across Vietnam and filmed the reactions of the people passing by. One charming film, 146,000+ views on YouTube.

Art Directed by Chris Catchpole at Lowe Vietnam. Produced by Yeti.

For Valentine’s Day 2013, CloseUp searched for guys and girls who wanted to do something special for their partners. The normally shy Vietnamese youth were contacted via TV, Facebook, radio and press to take part in a first for the country – a cinema stunt where the three chosen guys performed live for their unsuspecting girlfriends. 4.5m for 19,000 hours in 99 countries followed. In just six weeks, it became the most successful youth campaign ever for any brand in Vietnam. And achieved Unilever’s No.1 Global click through rate – 34.19% vs an average 4%. Covered by Ads of the World, Best Ads on TV, Campaign Asia, Inspiration Room and more.

Written and Art Directed by Chris Catchpole at Lowe Vietnam. Produced by Yeti.

To launch the new Oppo F5 with AI selfie software, this TVC highlighted the current phenomenon of millions of people taking selfies than using retouching Apps to make their faces perfect. Over perfect in fact, becoming plastic like mannequins. Son Tung, the brand ambassador, shows off the stunning phone images that smartly enhance your beauty without overdoing it.

Written and Art Directed by Chris Catchpole at BBDO Vietnam. Directed by Marco Pinesi. Produced by Clubhouse Films.

The first Facebook Live takeover. Completely unexpected, it hit online Vietnamese shoppers at exactly the right time to get Visa’s message across. In ‘purchase mode’, cash in hand, it reminded them of the benefits of paying with their Visa Debit Card.

For the full, specially written and composed music track, click here.

Written and Art Directed by Chris Catchpole at BBDO Vietnam. Produced by Good Sundays.

The first TVC was created to highlight the 5 sensations of drinking a Coke – Tangy, Smooth, Spicy, Snappy, Warm. We encouraged people to think about how it tastes rather than it just being a refreshing drink. A poster campaign with the headline ‘Discover the real taste’ accompanied the TV
ad. This idea behind the second TVC was to invigorate the senses.

Written and Art Directed by Chris Catchpole at Phibious Vietnam. Produced by Bullet.

Excerpts from our three-stage stage campaign for Visa. Launched on 27 March 2017, over a three-week period, we had over 12m views, 13,000 shares and 99% positive comments. Part of a cash conversion campaign that saw a 46% increase in usage of Visa Debit cards.

Written and Art Directed by Chris Catchpole at BBDO Vietnam. Produced by Yeti.

According to research at DePauw University, oxytocin promotes the feelings of trust and devotion. In order to fully release the oxytocin in your body and the person you are hugging, it needs to be at least 6 seconds, although a super-long 20-second hug will maximize this. This physical connection literally forces the body to feel better; the longer the hug, the higher the level of chemical release.
In Vietnam, few families hug once their children become teenagers, sometimes even earlier. We wanted to encourage them to try it again - and feel what happens - particularly at this time of year, Vietnamese New Year when families come together.
See www.facebook.com/tetdenroi2018 for the whole hug campaign, including launch film and 5 shorts.

Written and art directed by Rockstar. Directed by Keir McFarlane. Produced by Rolling Action (Peter and Vy). Additional Production by Dani Chau. Post by Colorspace. Music by Thao Ngo.

BMW M4GTS. 120million+ views in 2 weeks on WeChat and Weibo. 99% positive comments. All cars sold out with a price tag of around $750,000 each. BMW China's most successful campaign of 2017.

Written and Art Directed by Chris Catchpole, Celson Durante and James Pearson at Interone China. Produced by Gwantsi.

Click here for the Director's cut – no Bruce Lee in this one, but looks fabulous ; )

To dramatize the effect buying a .net domain could have on your business, this fun little film shows the meteoric rise to fame of a cake baker. Our job was to increase the visibility and sales of .net domains. The original idea was to have this film and the second (about a pretty girl becoming a worldwide supermodel in a matter of days) was to make them personalized. That way you be able to see your own name and face in the short movies – a first for Vietnam. Still quite cute though.

Written and Art Directed by Chris Catchpole at BBDO Vietnam.

Won at Adstars in Korea. Adsoftheworld.com poster of the month plus 30,615 views. 4,432 Likes on Facebook from all over the world plus 765 Shares.

Written and Illustrated by Chris Catchpole at Phibious Vietnam.
http://bit.ly/2EYKe1D

With over 7.5m views on YouTube and Zing, this charming story, emotionally told, it asks Vietnamese to question whether TET (New Year) is about spending money on family or spending time with family.
Picked up Gold and Bronze at the Mumbrella awards.

Written by Chris Catchpole at Phibious Vietnam and Tsering Gyalthang at Yeti. Produced by Yeti.

For OMO, Dirt is Good. Dirty clothes show that children have been playing, discovering, enjoying and learning. Here the three mud stripes tell the story. First, second and third – the one who cycled the fastest has the longest muddy mark on his back.

Written and Art Directed by Chris Catchpole at Lowe Vietnam. Shot by Fred Wissink.