Apple - Shot on iPhone

In Thai tradition, each day of the week is represented by a specific colour. Every morning, Thais share images of flowers with greetings of optimism and well wishes with each other in the colour of the day. The first bespoke campaign for Thailand “Sawasdee to the colours of the new day”, celebrates every new day with images of Thailand all shot on iPhone Xs. Role: Creative Director MAL Singapore (Concept, writer, design and art.)

Traditional Thai colours of the new day

Launching on a Monday, Thai commuters were greeted with a new colourful message: “Sawasdee Monday” in Yellow, then the next morning the message was the new day colour, so “Sawasdee Tuesday” was pink. 
Using Thai photographers and filmmakers, Bangkok and its surroundings had never been seen this way. And using Thai musicians brought the 7 films to life.
The surprising campaign got major coverage in Asian media and was viewed by millions of Thais bringing optimism and colour to their day

Hello Monday. Shot on iPhone Xs

Hello Tuesday. Shot on iPhone Xs

Hello Wednesday. Shot on iPhone Xs

Hello Thursday. Shot on iPhone Xs

Hello Friday. Shot on iPhone Xs

Hello Saturday. Shot on iPhone Xs

Hello Sunday. Shot on iPhone Xs

Hello Monday. Shot on iPhone Xs

Hello Tuesday. Shot on iPhone Xs

Hello Wednesday. Shot on iPhone Xs

Hello Thursday. Shot on iPhone Xs

Hello Friday. Shot on iPhone Xs

Hello Saturday. Shot on iPhone Xs

Hello Sunday. Shot on iPhone Xs

Hello Monday Apple Homepage and new day images to share

Channel
AIS Central World video wall + digital screens

Hello Tuesday Apple Homepage and new day images to share

Hello Wednesday Apple Homepage and new day images to share

Hello Thursday Apple Homepage and new day images to share

Hello Friday Apple Homepage and new day images to share

Hello Saturday Apple Homepage and new day images to share

Hello Sunday Apple Homepage and new day images to share

Retail
Genius' t-shirts
Retail/Today @ Apple
Weekly sessions to demonstrate how to take vibrant photos with the iPhone + photowalks influenced by the color of the day
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