THE EDGE OF THE WORLD

Short List
TitleTHE EDGE OF THE WORLD
BrandASUS
Product / ServiceLAPTOP
CategoryA01. Direction
EntrantGOOD MORNING Mumbai, INDIA
Idea Creation FCBULKA Mumbai, INDIA
Production GOOD MORNING Mumbai, INDIA
Post Production GOOD MORNING Mumbai, INDIA

Credits

Name Company Position
Shashanka Chaturvedi Good Morning Executive Producer / Director
Robin D'Cruz Good Morning Films Executive Producer
Satchith Paulose Freelance Cinematographer
Shashanka Chaturvedi Good Morning Films Executive Producer / Director
Vikram Karla Good Morning Films Executive Producer

Write a short summary of what happens in the film.

The ad film is inspired by the voyage of the legendary sailor magellan. That moment before they went over the perceived egde of the world. As people believed the earth had an end and feared the unknown, chaos ensues on the ship as word of the edge spreads through decks. Fear drives many to jump in to the water and a few brave loyals hang in with the captain. As they feel triumphant going over the edge, the ad reveals the ship going through the screens on the laptop. A voice summarizes Great things happen when you go beyond boundaries. Asus zenbookpro duo, the first laptop with a 4k second screen

Cultural / Context information for the jury

With low data rates and the second largest population of mobile phone users in the world, consuming content was becoming India's favourite pastime. From YouTube to Instagram to TikTok, millions of people in India consumed content every day. The rise in content consumption accelerated content creation. Between 2018 and 2019, content creator channels with more than one million subscribers on YouTube quadrupled. (Source: Economic Times) To supply users with content in fashion, health, travel, beauty, etc., a growing community of creators worked constantly on their laptops to churn out clips, posts and videos for influencers and brands. This growing community of creators was the 'power users' – the ones who needed high performance and more screens to be efficient.