Jinnyboy's Aspect Ratio spins heartwarming tale for heart specialist hospital

Cardiac Vascular Sentral Kuala Lumpur (CVSKL) is commemorating its third year anniversary with a new heartwarming spot titled "Pak Geram". Done in collaboration with creative production agency Aspect Ratio Studios that is led by Malaysian content creator Jinnyboy, also known as Jin Lim, CVSKL aims to generate brand awareness with the film. As a specialist hospital, CVSKL knew that reaching out to the masses would be a challenge. Hence, it decided to take the approach of relatability to create a heartfelt short film that would resonate universally. 

The film features a hospital aide named Devi who is always cheerful and goes out of her way to make the lives of patients a little more meaningful. She knows all her patients by heart, except one nicknamed Pak Geram. According to Lim, brainstorming started in October where the creative team hashed out different ideas that would best encapsulate the essence of CVSKL's brand promise "Heart with heart", which essentially means to treat all their heart patients with heart.

Aspect Ratio worked closely with CVSKL to gain insight on what life in the hospital is like, the amusing and enigmatic characters the employees often encounter, as well as the do's and don'ts of hospital ethics and moral codes. They also spoke to real hospital aides to obtain first hand insight on life as an aide at CVSKL.

 "Working with CVSKL was an honour and a privilege as they entrusted the team with full creative reign. This allowed us to explore boundaries both physically as well as story wise. Their faith and trust in the team, as well as guidance in helping us navigate the medical industry, was what allowed us to create 'Pak Geram', a little ode and tribute to the dedicated staff at CVSKL who so fervently and loyally serve their patients," Lim added. The short film is hosted on CVSKL's and JinnyboyTV's YouTube channels and Facebook pages, and screened at internal events.

Aspect Ratio was launched in October and Lim describes it to be "a hybrid between a production house and a social media agency". YouTube channel JinnyboyTV in 2012 which started off by producing short videos, parodies and sketches. Since then, it has expanded into a fully creative and talent agency creating campaigns for corporate clients. According to Lim, the team wanted to diversify its offerings and not just be seen as individuals who are only good at creating YouTube videos, but are also adept at producing branded content and commercials.

"We have had clients who said they love our YouTube videos and our style but want to work with us outside of YouTube and have something solely on their platform," he told A+M in an interview previously. There are 12 individuals on the Aspect Ratio team, with seven managing the production arm while five are focused on social media. Among the list of clients it has worked with include Samsung, Watsons, Nestlé Ice Cream, Nestlé Maggi, Dyson, RHB Bank, Darlie, Maybank and Fujifilm.

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