“Another local celebrity written into a scene with A list stars to surprise and delight local fans, to celebrate the launch of a Netflix title?”, you might be thinking. Well, yes, you’d be right. Upon receiving the brief to advertise Bright in Malaysia, we set to work on finding unique local insights that tied into the storyline. With Bright exploring themes of political unease and police brutality, it was important that we leaned into a different part of the narrative that would work well in Malaysia, but still make sense for the film’s plot. Leaning into the notion of magical creatures in the film, we unearthed a host of specifically local myths around cheeky, goblin-like characters that featured in stories and were used to keep children in check. Next, we found a local celebrity who was known for playing police/action roles, like Will Smith in the movie. The right scene to feature from the film - which offered space for me to work our Malay goblin creature into - involved our A listers driving around town. And there we had our three components to tie a narrative together for Bright, which honoured the film, Malaysian culture and our local celebrity…!