The dramatic ad depicts the hectic streets of Bangkok, following an injured tourist as he pleads to the camera for finical help to get him treated abroad.

The scene quickly moves to the back of an ambulance where the young man’s narrative turns from innocent to menacing as he explains he is, in-fact, not injured at all and is implicating a fraud strategy to lure money from helpful strangers. 

Mill Colourist David ‘Luddy’ Ludlam explains, ‘These are such great spots to be involved in, with great direction, clever writing and expert execution.

Director James Rouse gave us a clear grade brief; he wanted the visual to be as natural possible, with aim of making it feel as if the viewers were really there themselves. 

We then developed this further as we explored the narrative more, wanting the visual to be subtly grittier and more filmic to communicate the darker ending. We wanted to stimulate the feeling from viewers that they wouldn’t want to be in that situation or environment, but not let it feel so intense that it took away from the story. 

It was a pleasure to work with James and BBH on such a creative and powerful commercial.’