Axiata "Advancing Asia"
Eric Will has directed a new international campaign for telecom giant Axiata that uses kites as a symbol for the company’s work in connecting people across Southeast Asia. Will, who is represented in the U.S. by Accomplice Media, spent more than two months and traveled to more than a half dozen countries in directing the project. Titled Advancing Asia, the campaign was conceived by M&C Saatchi and produced by Carrot Films.
Kites shows people representing various Southeast Asian countries and cultures building, buying and flying kites. It includes scenes of Sri Lankan artists painting kites, Bangladeshi school children examining kites in a street market and Indonesian men flying kites while riding horseback inside the caldera of a volcano. The story builds to a street scene in central Kuala Lumpur where people gather to launch a giant kite.