THE UNELEGANT TRAILER

(1x Shortlist & 1 of the only 13 works that got selected in the Content Creation category at D&AD 2026 / 2x Shortlists The One Show 2026 / 54M Organic Views)

Translate a Cannes Masterpiece into a prank that the internet loves.

"A Useful Ghost" is a Thai film with an elegant, art-house aesthetic. It swept awards globally.
However, "award-winning" and its elegant look implies high art, boring, complicated. The internet didn't give the film a chance.
We didn't need a new story; we needed a social culture translator. So we worked with Cojohn—Thailand’s most unhinged creator,
to turn the trailer plot into a Cojohn-style content, The Unelegant Trailer.
Role: Involved in the whole process.

Zero pre-production. Iphone shooting. $0 media budget.

The project had a budget of just around $1,500, all of which we eventually gave to the creator we collaborated with.
We even willingly took a pay cut to just 1/6th of my usual salary, because to me, this was simply a love letter to the Thai film industry.

54 million people watched it.
The film stood its ground at the box office right alongside giants like A24 and Universal Pictures.

And here, at D&AD, it is one of only 13 works shortlisted in the Content Creation category,
standing alongside campaigns from genius minds for Vaseline, LEGO, Apple, Salesforce x MrBeast.

It's just a shortlist, or an "Invisible Pencil" a joke we make to make ourselves feel better.
But we are so damn proud of it.