Galet Antiques
A PLACE CALLED GALET
A modern take on antiques to attract new generation customers.
#BrandStory
#AwardWinning
#Editorial
+ Brief
How do we tell a locally relevant story of an antique shop that connects to younger generations?
+ Strategy
Draw on Galet Antique’s unconventional founder and brand positioning to develop a story-driven film in a consumable format with supporting social assets to share, repurpose and leverage through different channels.
+ Solution
Framing the content as a true story in a cinematic style that is worthy of watching and delivering on that promise was key to engaging younger audiences. For content distribution we partnered with newly established online video channel PepperLAB.
Galet is a theatrical vision of an antique shop galvanising interest from young generations and people from all walks of life. The magic comes from owner and dreamcatcher Allen Yuan, a professional dancer and choreographer whose exploration of human nature and stories bleed over into his inspired vision of what an antique shop can be. For Yuan, antiques show us a slower world full of detail, wonder and human history — if only we see them in the right light. Our story follows Yuan in his daily life and interactions, delving into his journey as a dancer and antique entrepreneur as he leads us to where they both converge in an immersive experience.
Director: Arjarn Jin
Producer: Heather Kong
Cinematography: Arjarn Jin
Executive Producer: Wallas Lin, Oscar Ngok @PepperLAB
Production design & Projection design & Post-production: TSESER
Colorist & Sound design : Arjarn Jin
Featuring: Allen Yuan | Galet Antique
Music: The Four Seasons (Vivaldi) by John Harrison with the Wichita State University Chamber
Primo Levi Minimalist Collection Licensed with Audiio
Algorithms by Chad Crouch
Archival material courtesy of Allen Yuan & Hong Kong Dance Company
Additional photographs Courtesy of Lee Wai Leung at Worldwide Dancer Project
Angela Malina Werber