DAH SING LIFE
Director Hung, a 35-year-old Malaysian, based in Hong Kong.
Art Direction • Story Telling • Black Humor • Stunt Action
After a successful career as a creative director at Grey HK, D’Arcy HK, Dentsu KL, and latterly as associate creative director at Leo Burnett Shanghai working on award winning spots for brands including Tiger, Toyota, MTV Fiat and McDonald's, he packed it all in to try something new, setting up production company Washabi Productions.
Working initially in the background as a creative consultant, but recognizing what he calls a dearth of good local talent and itching to get behind the camera, Khoo shot his first commercial in September 2005, a call for entries spot for the local Kam Fan Awards (Hong Kong 4A Advertising Awards) in September 2005.
Since then he's shot the featured 1010job.com campaign, domestic violence and anti-smoking PSAs and work for Reeb Beer and is preparing to shoot McDonald's and Wrigley's Juicy Fruit commercials for the Chinese market.
1010job.com was shot on a tiny budget, with only two weeks pre-production; nonetheless Khoo shot the campaign of three spots in just one and a half days. His lesson from this shoot, which sounds some what like a deeply profound ancient Chinese proverb but which all of us should take on board, is that: “fat flies don't take wing as easily as small ones”.