Paul: We took a few steps back, and asked ourselves why Chinese New Year should matter beyond the Chinese community in Singapore. We were also considering the evolving aspirations of Singaporeans and changing perspectives toward traditional festivities like CNY reunion dinners.

In 1981, the late founding father Lee Kuan Yew said, “Chinese New Year is not just a Chinese festival. It is a Singaporean festival.” That really inspired us.

This drove a lot of how we uncovered how to tell an updated story of what it means to celebrate Chinese New Year in Singapore, where we extend our love for everyone in the community.

Paul: Singapore is an ageing society, and we wanted to acknowledge that our older generations have been and remain resilient. And their resilience means they are the ones who can best show Singaporeans how we can all adapt to changing conditions whilst enriching our values of family and community. There is so much more we can learn from these generations.

Paul: We were glad to have Royston as the director for this film. Renowned for his ability to capture raw emotions and authentic performances, his talent behind the lens elevated the film to new heights. With a discerning eye for casting, Royston ensured that each character was impeccably portrayed, embodying the essence of Singaporean unity and cultural richness. In a nation known for its harmonious coexistence and respect for diversity, Royston’s storytelling prowess shone as he navigated the intricate tapestry of Singaporean life. Through his directorial lens, emotions were heartfelt, and Singaporean resilience was vividly brought to life.

Paul: We used food as the connective tissue, specifically ‘Cai Fan’, a dish all Singaporeans can relate to. It was also critical to have the right representation of characters we can relate to, where someone within the cast might seem familiar to your own circle of friends. The themes of strength, unity and inclusiveness are timeless, and the idea of starting one’s own CNY ‘tradition’ — over ‘cai png’, no less — is refreshingly modern to us.

Royston: As Chinese New Year reunion dinners and celebrations continue to evolve over the years, Singaporeans have found many different and sometimes non-traditional ways to celebrate the festivities. Whether it is by choice, reunion dinners gradually take on various forms, not necessarily limited to a gathering with our blood relatives. Based on our research, many community-led initiatives have sprung up to offer celebrations to different groups of people, from minority races to differently-abled Singaporeans, spreading a little joy in whatever ways they can. Such initiatives are slightly more modern yet retain the essence of reunion dinners.

Paul: The brief from MCI was clear and concise, which shaped our thinking and the way we crafted our story and approach. From their decisive decision-making, clarity of thought and willingness to work at the same pace as we were required to, they have become one of our favourite clients to work with and the output speaks to the trust built based on the close working relationship.

Paul: My hope is to bring all Singaporeans together and reflect not on the past but instead on what we can do today and tomorrow for those around us and extend their love beyond our family members. To not take anyone for granted as we continue to move forward as Singaporeans.

Royston: I believe, increasingly, that sense of human touch or 人情味 is something that Singaporeans will appreciate more, and it is something that I think will resonate and bind Singaporeans together. I hope the film will inspire Singaporeans to extend that joy beyond their immediate family and towards the community around them.

Royston: Some ways we portrayed these values are by telling the stories of the individuals within the cast. For example, we have the cheery lady whose disposition shines through even though she’s been through tough times; the neighbours who busy themselves with decorations; and the deaf lady who helps out and teaches our main protagonist, Adeline, how to sign ‘Thank you’. Small touches like these showcase inclusivity yet are authentic to our daily experiences.

Royston: One of our main considerations was to keep the audience watching the film. Hence, we knew from the beginning that the film had to be cinematic and engaging, creating conflict right from the start – which is uncommon in Chinese New Year commercials. We also came up with a 20-second teaser with a strong hook to pique the interest of young audiences on platforms like TikTok and Instagram.

Paul: Through Extended Love, we want to remind Singaporeans that their love for family can extend to our communities too. The social compact of Singapore shows up when it matters and is core to our Forward SG exercise of building our shared future together. In the film we wanted to highlight our generosity and compassion as a nation, and our resilience and willingness to go above and beyond for our neighbours.

Royston: I believe as we trudge forward into a more unpredictable global and regional landscape, I hope we are more conscious and active towards showing compassion and empathy to the people around us. We are better if we look out and care for each other.