Nature creates music in CelcomDigi's new harvest festival film

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CelcomDigi is welcoming the season of the Gawai and Kaamatan harvest festivals with a documentary-style film that uses the power of music to celebrate the symbiotic relationship between land and people.

Done in collaboration with CelcomDigi’s One Team, which includes NagaDDB Tribal and M&C Saatchi, ‘Nadi’ begins with a montage of close-up shots of a forest with the sound of a heartbeat to emphasise how our Earth is alive.

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The film then takes viewers through the process of how Sape’ musician Alena Murang, music producer Joshua Maran, and Sundatang revivalist Gindung aim to create a music project that will bring them closer to their roots.

To do so, a synthesiser which turns plant vibrations into sound waves was attached to the leaves of plants and the vines around a tree to create an enchanting melody that gave the land a means to communicate with us.

The melody was then weaved together with modern and traditional instruments such as the Sape’, Sundatang, and Kulintangan.

“It is our hope that through this story, audiences will experience the beauty and awe of the land we all inhabit. To sense how connected we truly are to a life-force that flows through all things in nature,” said Alvin Teoh, chief creative officer of the One Team.

“It’s a shift from being a consumer of the land to being a custodian of it, in our own little ways, whoever and wherever we are,” explained Teoh.

Chronicled by Kelabit filmmaker Sarah Lois Dorai, the film juxtaposed shots of a highway to symbolise progress and someone feeling the earth beneath their bare feet to remind Malaysians of its connection to mother nature.

The film then ends with a narrator saying, “we’re only borrowing this land temporarily because after us, this land will belong to the next generation.”

“Designed with visually captivating scenes and intricately curated music, this beautifully crafted festive film also softly reflects CelcomDigi’s promise to the land as an ever-growing telco-tech company,” said a statement by the brand.

CelcomDigi is no stranger to leveraging the power of music to create captivating campaigns as it released a new sonic logo to accompany its corporate identity in collaboration with Design Bridge & Partners and Two AM Music, last year.

The sonic logo was designed to create an emotional connection with its listeners and to reinforce the brand connection with customers across all touch points, according to a statement from the brand.

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