Protergia: Latecomers

Dec 2024

Protergia's 'Latecomers' campaign explores the intersection of traditional cultural celebrations and modern daily life. The narrative centers on the anticipation surrounding New Year gatherings, moving through homes and bustling cafes to document candid moments of connection. Developed by The Newtons Laboratory with production by Picky Productions, the film utilizes cinematic framing to maintain a rhythmic narrative flow. The visual execution relies on live-action technique and soft atmospheric lighting, creating a clean, grounded aesthetic that defines the campaign’s tone. Post-production and color grading further establish the evening palette, underscored by sound design from Musou Music Group.

Horizontal, Cinematic, Clean

TVC / TV Commercial