Ayah Saya Kaya

MUIS

A film for MUIS, the Islamic Religious Council of Singapore, released for the Ramadan campaign window. The title means “my father is rich.” The film is told in a child’s voice and works through the gap between how the world reads his father (a labourer, weather-worn, materially modest) and how the boy reads him (the most valuable man he knows). The brief was to make a Ramadan piece that didn’t overplay its hand. We let the boy do the work. Made for MUIS’s annual broadcast and digital push across the season.

MUIS | Ayah Saya Kaya | Poignant Ramadan brand film for MUIS on a child's view of his father's true worth
MUIS | Ayah Saya Kaya | Poignant Ramadan brand film for MUIS on a child's view of his father's true worth
MUIS | Ayah Saya Kaya | Poignant Ramadan brand film for MUIS on a child's view of his father's true worth
MUIS | Ayah Saya Kaya | Poignant Ramadan brand film for MUIS on a child's view of his father's true worth
MUIS | Ayah Saya Kaya | Poignant Ramadan brand film for MUIS on a child's view of his father's true worth