The unelegant trailer
for a film that won grand prix

(1x Shortlist D&AD 2026/ 2x Shortlist One Show / 54M Views / The most watched Thai film trailer on social media /
Made with limited budget of 1,500$ )

When the elegance and golden laurels are the death of kiss.

A Useful Ghost is a Cannes Grand Prix-winning film loved by global critics,
but alienated by Thai audiences who judged its "artsy" reputation without even watching the trailer.
With a scrappy $1,500 budget, we ditched traditional PR and trailer recuts.
Instead, we partnered with a notorious internet prankster to force them to look.
Role: Involved in the whole process.
Concepting, Copywriting, Supervising the production

A friend of mine first brought us on independently, without an agency, to create the film's traditional PR assets: the trailer, the posters and the key messaging.
But as film lovers who wanted Thai audiences to open up to a Thai film that had just won Grand Prix at Cannes Critics' Week, my team and I took it further.
We waived our fees and took on the unconventional promotion ourselves as a passion project, working with the last $1,500 left in the film studio budget.