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December 30, 2016

CRAFTSMAN

Client: Poh Heng Jewellery
Agency: ADK
Director: Shaun Yeo
DOP: Joseph Lee
This spot was created to celebrate and honour the craftsmen of Poh Heng Jewellery. Their tagline is ‘Nothing is quite as precious as Trust’ and when they have such skilled craftsmen, you know you can trust Poh Heng, one the oldest and most established jewellery chain in Singapore. In an era of high technology and over reliance on machines, it is easy to lose sight of the human element in the art of creation. And just as the spot reveals, the tools are only as good as the craftsmen who use them. We were all awed by the level of detail and precision with which the craftsmen worked with. There is only one word we have for them. Respect.


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