In this product-led comedy series, we explored how softness can become a punchline — using humor to turn everyday misunderstandings into memorable brand moments. The direction focused on comedic timing, performance-driven storytelling, and relatable social behavior — blending product features seamlessly into narrative setups that feel natural, playful, and highly shareable.
Scope
A social-first comedy campaign using everyday misunderstandings to turn product features into humorous, highly shareable moments.
Collaborators
Agency: Shiner International; PH: Minute V
Producer: Ken Chau; 1st AD: Chelsea Bao; DoP: Marco Deacetis; First AC: Will Binks; Gaffer: Adam G
Art Direction: Ariel Li; DIT: Hao Cheng; Photographers: Tong Zhang, Polk Liang; Soundman: Cyan
Production Assistants: Oscar Tam, Edwin, Paula Liang
