In our latest commercial collaboration with OCBC Insurance and Ogilvy Singapore, we set out to tell a story that resonates with many of us navigating adulthood: the quiet tension between our ambitions and our responsibilities at home.

The campaign, titled “Am I a Bad Son?”, features celebrity chef Lennard Yeong and brings to life the internal conflict faced by working adults who often struggle to balance their professional obligations with caring for ageing parents. Inspired by real-life experiences and written from the heart, the story explores missed calls, unread messages, and the unspoken guilt of not being there—until it matters most.

💡 A Concept Rooted in Reality

The script was drawn from Lennard’s own lived experience, echoing a growing truth: in today’s fast-paced world, even acts of love can get lost in translation. The campaign posed a simple but powerful question — Are we doing all we can for them, while we still can?

From dumplings in a quiet kitchen to late-night calls from Mum, we chose to ground every moment in authentic, relatable family dynamics.

🎥 Production Approach

We brought this campaign to life through a blend of emotional storytelling, cinematic lighting, and grounded performance direction. The commercial was shot in 4K using Sony FX3 and FX6 cameras, and lit with Aputure lighting to create natural, intimate visuals.

Filming took place across two of our creative spaces in Singapore — RAW Space and Studio Recreate — which were transformed into both a modern photo studio and a lived-in family home.