Moving Bits and Liquid Advertising's creativity bring ideas to life

Two different types of creativity make lightbulbs dance in different colors.

Creative Precision-Moving Bits

They gave a retired military general a new career as a computer security advisor.

They traipsed through a scorching Arabian desert in search of “the perfect place to shoot”. They built a multi-billion dollar, world-renowned theme park in six months. They’re Moving Bits Pte Ltd and for 12 years now, they’ve been helping clients make huge impressions in their marketing initiatives.

Moving Bits offers a unique blend of services that stretch from concept development to shooting, to editing, to full-blown 3D animation. For these clients, it always starts with a perceptive and innovative idea. Then, picking from their arsenal of the latest digital technology, the guys in the studio put on the magical touches to “Wow” their clients and their clients’ customers.

The military general-turned-computer expert was a character developed for Microsoft’s viral campaign on online security. The careful combing of the desert was done on behalf of Raffles Hotels & Resorts in Dubai. And the universally-renowned Resorts World Sentosa theme park was completely built in 3D animation before a single brick was laid!

“We provide ideas and the flawless execution of them. We may be set up with a full suite of post-production facilities, but what clients appreciate most is our ability to develop ideas that tackle their marketing needs,” says founder, ex-musician, award-winning director and CEO, Jay Soo.

“We get ideas from anywhere or anything. And the quality of our output depends on our input”, says Chief Creative Officer Chew Ping Nan. “Our people watch movies and TV. They surf zillions of different websites. They pick up hobbies. They read – both serious books as well as trashy ones!”

“Many travel too. Which is fantastic because the experiences they get, feed their imagination; and this is reflected in the insights they bring to their work.” adds Ping Nan, whose own work as a Creative Director in multinational advertising agencies has won awards around the world.

With writers, producers, directors, video editors, musicians, motion graphic artists and 3D animators, the multi-awarded boutique studio is in a league of its own, combining an “ad agency-inspired” creative process with post-production staff and technology that are focused on translating great ideas into beautiful visual language.
The work produced for Moving Bits’ clients performs well at international award forums too, where both entrants and judging juries, are predominantly Americans and Europeans.

For instance, the marketing video produced for Resorts World Sentosa won Silver at the US International Film & Video Festival and Gold at the World Media Festival. It also won a Silver Medal for Best Use of Special Effects/CGI and a Nomination for Best Direction at the prestigious New York Festivals. Then in October, in Cannes, this same video, along with the 4-part viral campaign developed for Microsoft, struck Gold at the Cannes Corporate Media and TV Awards 2010.

Like most other post-production houses, state-of-the-art digital equipment is essential. But at Moving Bits, the urge to use the “very latest technology” is always tempered by the self-imposed pressure to create original ideas and memorable campaigns.

As Jay puts it, “We’ll always use fancy technology and software to put style into our work. But, we make sure that these elements serve the Big Idea. When push comes to shove, it’s the idea that lifts the work a notch above the competition. And that’s what our clients remember and keep coming back for.”

The Creative Flow-Liquid Advertising

It’s the “go-to” and “can-do” firm. And as does its namesake, Liquid Advertising shapes your image and message the way the market likes it.

Over the last decade, Liquid Advertising has built a name as the agency that translates your brand into a memorable catch phrase, an unforgettable video montage or a striking poster. And while relatively young in the industry, Liquid has snagged top clients from Singapore, cultivating a loyal following that is testament to the quality product it always delivers.

“Most of our leading clients have stayed with us for the past 8 to 10 years at least, ever since we incorporated. There is nothing more gratifying then enjoying this partnership of growth, to see the brands we work with develop and grow through the years,” says Adrian Ng.
“These clients eventually define us as an agency, because through their briefs we develop unique capabilities and that set us apart from the other agencies. For instance, our broadcast and film clients made us the go-to agency for the industry,” Ng says.

Liquid spurred its niche in the advertis¬ing industry through a project with TV network Channel U. The firm at first created the new station’s logo to be broadcast on air and published in print. But the client soon turned to Liquid for all its advertising requirements, Ng narrates.

“Liquid was their one-stop agency that they consulted from the regular programme print ads, to programme identities and premiums, well just about everything a TV network needs. Thanks to the opportunity to work with SPH Mediaworks, we have gathered the resources and expertise to handle through-the-line works even though we were a small team then,” he says.

The firm quickly grew an impressive portfolio, clinching accounts from globally recognized brands like McDonald’s AIA and the Yellow Pages. These opportunities were golden for Liquid, as Ng relates: “We were given the chance to prove ourselves on a higher level.”

Currently, Liquid’s portfolio is a roll call of broadcast and media giants in Singapore and around Asia: AXN, MGM, ESPN, CNBC, Al Jazeera’s Children’s Channel and the Raintree Pictures.

“Besides finding a niche in broadcast and film marketing and advertising, Liquid has moved along into other aspects of though-the-line capabilities like new media and events. I guess as much as we like to shape our areas of competence, sometimes our clients tend to steer us in a certain direction,” Ng says.

Liquid’s success lies in its close relations with clients- one characterized by synergy and constant listening. Also a reliable technique has been checking out the competition and aiming to do “better than the last one,” Ng says.
“Depending on whether the brief is from a new or current client, we will structure the process accordingly. If the brief is from a current client, we will first learn from the previous job to see if there are areas to improve or refresh, simply to make this one better than the last one,” Ng says.

“Whether it is for the current or new client, we will almost always look at the creatives from our client’s competitor to see how we can out-do them. The whole team from the suits and the creative team will brainstorm on the direction, this is the part I enjoyed most. The eventual idea can sometimes come from the suits!” he says.

The overall creative is thus a product of close collaboration among the team and with the client, coupled with the science of research and fact-finding.

“I choose to believe that some of our clients who have been with us all these years are with us because we have been consistent in delivering a certain quality. Our clients and Liquid have developed a common ap¬preciation of standards and creativity,” Ng says.

The entire process involves an even closer consultation when it comes to new clients.
“Sometimes, we will need to follow-up with more calls or even meetings to understand the job better before the presentation for the new clients. For the current clients, it is easier. We have a better understanding with them as most of them are clients we have for years, we will still try to refresh the work by switching the creative team if need be,” he says.

But it is not uncommon for Liquid to know a client so well that briefs are made even without actual meetings. For Ng, creating something that sells is “expected of an agency.” But Liquid aspires to achieve something more and constantly years for creative challenges.

“The main point must be the desire to be proficient in the breadth as well as the depth of advertising and design,” he says.

Going into its second decade, Liquid is looking to flow into new territories, eyeing to establish offices in Malaysia and China.

“Liquid is at its 10th year by January 2011. These 10 years, we have established ourselves as a ‘can-do’ agency. From infant to adolescent, we should be prepared to grow up and be an ‘adult’ now. As an ad agency, we should be taking on bigger accounts and be responsible for greater things,” says Ng.