The film titled Blink brings people face-to-face with the fleeting nature of time and how it flies in the blink of an eye.
In the film, every blink shortens the experience. In a few short moments, the viewer rushes towards a premature end.
The film uses a proprietary code that works on both mobile and desktop browsers.
Based on the National Population and Development Board 2014 survey, 30% of the elderly population in Malaysia either live alone or with their elderly spouse. This figure was 14.7% in 2004.
The demands of our own life and work can make reunions with family harder, especially for those living apart from their elderly parents.
Xiao En managing director Datuk Frank Choo said the company wanted this immersive experience to serve as a reminder to make time for loved ones, before it is too late.
“Although the funeral business is rooted in tradition, we have constantly pushed ourselves to think out of the box, starting with the first modern memorial park in the country.
“This PSA initiative echoes that innovative spirit by using technology to convey an emotional message close to our hearts, which is to encourage filial piety and for all to appreciate life more.
“Blink is one of those projects that just came together in so many ways for the brand,” he said.
Bonsey Jaden ECD Adam Chan admitted he didn’t see enough of his parents who lived in Penang.
“Every time I go back, I start to notice their hair getting a little more grey and their posture getting a little more slant. It’s the subtle changes that hit you like a sledgehammer because you see so little of them.
“What we want to do here is to remind people that time is finite, but that we can slow it down by focusing it in the right places,” he added.
According to Think Tank, the story is simple without deep dialogue or multi-camera set-up or movements. The creators want the viewers to focus and take a hard look at the protagonist in his day-to-day existence, adding that it’s true to life in how empty-nesters would carry out their day.
Sooth Inc chief design officer Takayuki Yoshizawa said the company had been experimenting and developing various content that utilised facial recognition technology, from motion detection to recognising different facial expressions and eye movements.
“When we connected with the teams in Malaysia, we knew this project was different.
“It was not just an opportunity for us to scratch our tech itch, but it gave us a chance to use our technology in a deep, meaningful way,” added Yoshizawa.
Catch the interactive film Blink at https://xiao-en.com.my/blink/ and the introduction video at www.youtube.com/watch?v=hsrVve4YEbM