This film is part of Tiger Beer’s latest campaign, which features stories about UNCAGED young people in Asia. It focuses on Anthony Chen; a Cannes winning director who refused to follow the rest of his family into the corporate world. Instead, he took the difficult path into filmmaking. He is now Singapore’s most successful director.

To make Tiger Beer stand out, we decided to make it part of the furniture. And we created ‘Tiger Lights’ - Unique bar-top, and freestanding lamps that animate as you walk past.

‘Tiger Lights’ use a little known technique called ‘moiré animation’, which uses the bars of the cage to trick your mind into seeing a 5-framed looped animation from the static, underlying image. So as you move to the bar, the tiger moves with you. Giving anyone who walks past, an individual interaction.

There was very little precedence for creating this effect in a 3D object with depth, so we tested many prototypes to find the optimal animation effect, while still maintaining the appearance of a cage. The lamps were inspired by the symbol of the cage and crafted in steel, with an illuminated light box in the centre. And the tiger was illustrated by celebrated artist Matt Huynh.

‘Tiger Lights’ were immediately impactful and stood out to our cool, creative, and savvy target audience. And the design had a clear and relevant link to our brand positioning of ‘UNCAGE’.

We also created a piece of advertising that trendy bars in Malaysia wanted to display. And after a successful start, Tiger beer is looking at expanding the project to markets all across Asia.