I am incredibly passionate about this project. The Philippines and Peru share a deep cultural value: family is the most important thing to us. Jollibee, a beloved Filipino brand, inspired us to take a unique approach to a COVID-19 campaign. Instead of focusing on the present or future, we looked back from a future perspective to highlight the positive side of these challenging times. “A Message from the Future” stands out as the first "COVID nostalgia" ad, setting it apart from other COVID and post-COVID ads.

Our creative challenge was to evoke nostalgia through cinematography. We wanted to portray 2020 as a memory, so we chose a film treatment over digital filters or plug-ins. We used a process called Film-out, where digital files are transferred to traditional film and then scanned back to digital. This technique naturally captured the grain, imperfections, and vignettes that digital methods can't replicate.

Color grading also played a crucial role in our storytelling. We began with black and white to evoke a somber, nostalgic feeling, then gradually introduced color as the narrative shifted to a more hopeful tone.

Finally, we used aspect ratio changes to enhance the storytelling. The film starts in a 4:3 format, reminiscent of old home videos, and transitions to a sharp digital anamorphic image, bridging the gap between two periods.

“A Message from the Future” is a perspective-changing story, visually told through three distinct layers of cinematography.