Producers of " Singapore - The Place TO be"
Channelnewsasia.com
bu Karen Chean : Stick & Stones : clines deal for the Singapore video aired to over 1 billions viewers worldwide
The video was specially commissioned by the Ministry of Information, Communication and the Arts (Mica) for next week's 117th Session, where Paris, London, New York, Madrid and Moscow will contest the vote to host the 2012 Games. Mica estimates that the video will be worth around $10 million, in terms of airtime costs.
Cheah's work will mark the first time that the host country of the IOC biennial meeting will be allowed to broadcast a video showcasing the country to their members.
When asked to reveal the various companies who were bidding for the project, Cheah declined comment but insisted there "were many big names eager to produce the video".
But she divulged the creative strategy that clinched the project for Sticks & Stones. "We sat down and made all the assumptions that we can make about Singapore. We then set out to debunk all the myths and tried to make the video feel as dynamic and holistic as possible. That probably won it for us," she said.
Over 200 artistes and 100 crew members were involved in the $400,000 production.
"We began working on the concept in March and started filming in April.
"There was a stretch of 15 days in a row when we went for our shoots regardless of the weather. We just rolled with the punches," recalled Cheah.
bu Karen Chean : Stick & Stones : clines deal for the Singapore video aired to over 1 billions viewers worldwide
The video was specially commissioned by the Ministry of Information, Communication and the Arts (Mica) for next week's 117th Session, where Paris, London, New York, Madrid and Moscow will contest the vote to host the 2012 Games. Mica estimates that the video will be worth around $10 million, in terms of airtime costs.
Cheah's work will mark the first time that the host country of the IOC biennial meeting will be allowed to broadcast a video showcasing the country to their members.
When asked to reveal the various companies who were bidding for the project, Cheah declined comment but insisted there "were many big names eager to produce the video".
But she divulged the creative strategy that clinched the project for Sticks & Stones. "We sat down and made all the assumptions that we can make about Singapore. We then set out to debunk all the myths and tried to make the video feel as dynamic and holistic as possible. That probably won it for us," she said.
Over 200 artistes and 100 crew members were involved in the $400,000 production.
"We began working on the concept in March and started filming in April.
"There was a stretch of 15 days in a row when we went for our shoots regardless of the weather. We just rolled with the punches," recalled Cheah.
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