Malaysia – Muma Malaysia has with Directors Think Tank to bring ParkCity Group’s ‘people first’ brand philosophy to life in a heartwarming new campaign, featuring real residents and workers from Desa ParkCity.
The new brand campaign features a three-minute film showcasing heartwarming moments of daily life in ParkCity Group’s township, highlighting a diverse, multi-generational community united by shared joy and a sense of belonging.
Every scene in the film is based on real experiences shared by those who live and work at Desa ParkCity, ensuring the brand’s DNA flows through the film—capturing the township’s diverse communities, seamless connectivity, and everyday convenience.
The Muma team immersed themselves in the lives of the Desa ParkCity community—residents, visitors, students, business owners, and workers—to authentically capture what makes ParkCity Group townships unique among property developers.
Inspired by their observations, Muma proposed featuring real residents and businesses in the cast—a concept the client embraced, as it aligned perfectly with the brand’s people-centric ethos. Nearly half the cast in the campaign film consists of individuals who live or work in the township, and despite their lack of acting experience, their authenticity shines through in the film.
Choo Chee Wee, creative partner at Muma, said, “We wanted to communicate what being at ParkCity means. It is not just about selling homes; it is about the experience, lifestyle, and most importantly, the community, and we wanted the brand film to reflect that. We decided that the best technique to do so is through storytelling, where every individual and unrelated moments are interlinked as the one narrative of being part of a ParkCity community.”
Meanwhile, directors ThinkTank infused the film with emotive storytelling to engage and resonate with viewers. Directed by Chevie Law, renowned for her ability to evoke genuine emotions from both the audience and cast, the team skilfully coached first-time actors to express their feelings naturally on camera.
Choo added, “Chevie was so good that she made everyone cry. We were shooting a poignant wedding scene, and the talent started to cry for real, and the next thing I knew, the crew was also in tears. We also got feedback from the client that some of the audience got emotional during the film launch, so I will take it as a good sign that our film evoked strong emotions.”
The new ParkCity brand campaign will also be showcased across various platforms, including buntings, banners, lightboxes, out-of-home (OOH) advertising, and social media.
Emphasising its people-first philosophy, ParkCity Group townships provide thoughtful amenities and conveniences that enhance homes and social infrastructure, ensuring that daily life contributes to a positive community experience.