Maxis Iklan Raya 2019 Deria Takbir

MERIT Film Editing: Single
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Agency

Directors Think Tank Sdn Bhd

Client

Maxis Communications

Product/Service

Maxis Raya

Brief

Hearing the Takbir is a moving experience for Muslims around the world. The chant declares the joy of celebration and gratefulness of having completed the fasting month. And yet, to the deaf, it’s just silence. So this Raya, instead of just telling another festive story, Maxis wanted to demonstrate its belief: when people are at the heart of technology, no one gets left behind.

Solution

Is there another way to experience sound? As it turned out, the touch and sight senses are heightened for the deaf. Armed with that insight, we worked closely with the Malaysian Federation of the Deaf to develop an app called Deria Takbir. By converting the Takbir’s soundwaves into vibrations, cymatics, and translations, the app enriches the sight and touch senses of the deaf for them to feel the closest thing to the beautiful sound of Takbir.

Because at the end of the day, technology is only meaningful when it empowers everyone.

Credit

Client: MAXIS
Head of Brands & Partnerships: Tai Kam Leong
Head of Marketing Communications: Pamela Chia
Marcomm Specialist: Nick Yap
Content Marketing Specialist: Krystal Tan

Agency: Leo Burnett
CCO : Abraham Varughese
Executive Creative Director : Iska Hashim
Creative Director: Walter Teoh
Creative Group Head: Kimberly Yap
Account Director: Vinz Low
Copywriter: Idzwan Johar
Senior Art Director: Chan Sze Mei
Art Director: Nelson Tse
Head of AV and Digital Content : Jennifer Hendroff

Production House: Directors Think tank
Executive producer : Rajay Singh and Pat Singh
Film director : Maurice Noone
1st AD : Heng Tek Nam
Producer: De Shen
DOP : Anu Moothedath
2nd Unit : Sharul Nizam
Production manager : RK Subash Krishnamurthy
Art director : Jarrod Wai
Wardrobe : Darren Siew
Make up and hair : Monica Gill
Editor : Affandi Jamaludin
Music and audio: TwoAM Music Studios
Post production : Asia Pacific Videolab
BTS : Black Candy

App software developers: Ministry XR App Development
UX Director: Ivan Gerard Khoo
CTO: Dr. Andrew Yew
Client Relationship Manager: Fay Lee
Project Manager: Faisal Athar
Lead Engineer: Asyran Amin
Engineer: Nadia Marzuki
UI/UX support: Nu Farain & Aiman Haris
Cymatics visual support: Zaid Suki

App software developers: Cymatics Visualization
Cymatics visualisation Engineer : Ram Nabil Chia
Cymatics Visualisation DOP: Mahen Bala
Producer: Anand Shashinadaran

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