TINY TANTRUM

Short List
TitleTINY TANTRUM
ClientUNILEVER (CLEAR)
Product / ServiceCLEAR ANTI-DANDRUFF SHAMPOO
CategoryA03. Casting
EntrantMULLENLOWE SINGAPORE, SINGAPORE
Idea Creation MULLENLOWE SINGAPORE, SINGAPORE
Production BULLET Bangkok, THAILAND
Production 2 THE POST BANGKOK Bangkok, THAILAND
Production 3 YESSIAN New York, USA
Production 4 OMG! Bangkok, THAILAND

Brief Explanation

It takes place in a Butoh-like world. All is dark. In one corner, a little boy, in white, glowers, heaves – you feel his childish frustration building. Nursery sounds begin to distort. Finally he erupts. Into a fist-swinging, limb-flailing, scream-fuelled tantrum. The music grows frantic. He is unstoppable. You would feel for his mother. We flinch. We cower. We begin our retreat. As the camera flies away from the scene, things soon come into perspective. The white against black. Dandruff on a head of hair. “Stress causes dandruff,” explains the titles. CLEAR! – shouts the solution, as the bottle blots out the problem.

“This is not a commercial, it’s a performance” was our approach throughout all stages of this project. Being Butoh-inspired, performance and expression is everything. So we didn’t cast a screen actor. We searched for a little ball of rage, hyperactive, hyperkinetic, a child with too much pent-up energy. One to whom tantrums come naturally. Yet, he must be able to listen, to take those cues and intelligently translated them. We found it in a boy who’s had theatre experience. We made him interpret his childish rage by leaving props around and giving him free play. He convinced us. We think he’ll convince against a dark, infinite, theatrical space too.

Credits

Name Company Position
Madhu Noorani MullenLowe Lintas Group Executive Creative Director
Erick Rosa MullenLowe Singapore Executive creative director
Daniel Kee MullenLowe Singapore Creative Director
Ang Sheng Jin MullenLowe Singapore Creative director
Andrew Ho MullenLowe Singapore Art Director
Ang Sheng Jin MullenLowe Singapore Art director
Alex Tan MullenLowe Singapore Art Director
Daniel Kee MullenLowe Singapore Copywriter
Fuzzy Abideen MullenLowe Singapore Agency Producer
Subarna Prabhakar MullenLowe Singapore Global Account Director
Sara Templeman MullenLowe Singapore Account director
Rosa Trinh MullenLowe Singapore Account Manager
Kunal Joshi MullenLowe Singapore Global Planner
James Teh Bullet Bangkok Director
Thananath Songchaikul Bullet Bangkok Executive Producer
Nuio Suthirawattananon Bullet Bangkok Post producer
Aoy Rungphet Nawangoen OMG! Bangkok Executive Producer
Adam Hussey OMG! Bangkok offline editor
Brian So Post Bangkok Online editor
Zairi Mohd Post Bangkok Colourist
Brian Yessian Yessian New York Executive producer (Music & sound)
Mike Dragovic Yessian New York Music composer
Weston Fonger Yessian New York Sound designer