Sam Koay

Feeling Is The New KPI - A creative framework that pairs technological speed with human intelligence. Held by Chris Gurney, Co-Founder & Chief Creative & Innovation Officer, Crisp Group, Tokyo; Vittorio Badini Confalonieri, Head of Production, Benetone Films Advertising, Bangkok; Sam Koay, Director, Koay Films, Kuala Lumpur; Seiya Matsumiya, Founder & CEO, Black Cat White Cat Music, Tokyo #ADFEST #ADFEST2026 #HumanPlus #FeelingIsTheNewKPI

So many men think: ‘A photoshoot? That’s not for me. I’m not a model. But the truth is — a great shoot isn’t about glamour. It’s about self-respect, confidence, and seeing yourself in a whole new light. One of my clients told me after his session: ‘I never thought I could look like this in photos. And you know what? Now I see myself differently — with more respect, more confidence. A photoshoot helps you: ✨ See yourself from a new perspective ✨ Feel how confidence isn’t just inside — it’s something you can capture on camera ✨ Realize your own worth without saying a word It’s an investment in yourself, in the way you see and carry your image. So if you’re still thinking ‘a photoshoot isn’t for me’ — try it once. And maybe you’ll be the one saying: ‘I never thought I could look like this in photos. And it changes everything.

We officially represent new director in Central Asia – Sam Koay from Penang, Malaysia! Мы официально представляем нового режиссёра в Центральной Азии — Sam Koay! «Если хочешь поймать крупную рыбу, нужно нырнуть глубже. Они огромные, абстрактные и невероятно красивые» — Дэвид Линч Sam Koay — режиссёр, который соединяет кинематографическое повествование с точностью мировой рекламной индустрии. Его отличают визуально мощные кампании и тонкое чувство человеческих эмоций, благодаря которым брендовые истории становятся фильмами, отзывающимися в зрителях. Начав карьеру в Лос-Анджелесе и вернувшись в Азию, Сэм работал с глобальными брендами — Audi, Heineken, Honda, Unilever — создавая проекты, в которых искусство сочетается с стратегическим эффектом. Его стиль — это богатая визуальная фактура, выверенный ритм и смелость искать эмоциональное ядро в каждом брифе. Для брендов и креативных агентств Сэм предлагает больше, чем исполнение. Он приносит видение, мастерство и умение сделать каждый кадр незабываемым⚡️

A project I really loved, so much heart has gone into it personally. Cheers to more great work. Client: Honda Agency: Hakuhodo PH: @cinegyfilmproduction Director: Sam Koay Colorist: @frenchie_ct Editor: @vanpham.film Sound Design: James Kently Tracking: @steadihan Talent: @adrien_hazard @rokeeoo My apologies for not tagging everyone involved it was quite some time ago!

A beautiful piece shot in Saigon, yet feeling out of this world. The Audi Q8 as an experience in itself and I wanted this film to portray that with both visuals, color and sound design. I always believe in the feeling of transcendence through life, it allows us to feel connected to what is outside us as well as what is within. Thank you everyone for believing in the project and making something absolutely beautiful. Client: @audivietnam @trishhoang @heikiching Agency: @happinesssaigon Director: Sam Koay Producer: @dennisfindingmoods Line Producer: Thanh Tran ♀️ DOP: @anhpham.t Camera Operator: @steadipha Focus Puller 1: Nhân Nguyen Focus Puller 2: Lâm Phương Long Gaffer: Nguyễn Công Tiến Rental House: Tuan Vu Rental 1st AD: @tranbun 2nd AD: Châumie Huỳnh Photographer: Maz - Dr AT: Huy Photo Assistant: Thanh, Lou Props Master: Ton Locust Props Team: Le Loc Team Stylist: Quyên Phan, Diana MUA: La Ngoc Han MUA assistant: Hoang Yen Hair Stylist: Hoang Ngan Visualizer: Jang Casting: Thanh Tran Talent: @beliaevaleria Catering: SC Family (Ngân Ngáo) PA: Vuơng Khánh Linh, Quỳnh Annh, Hà Vũ Offline Editor: @dennisfindingmoods Color grading: @frenchie_ct Online Team Post-Producer: Dat Huynh Online Artist: Nguyễn Đức Toàn

More stills from our Tecno project. Such a diverse look in so many diverse locations around the city of Kuala Lumpur, very much in love with this project! Client: Tecno Agency: McCan Shanghai PH: CineCartel EP: @thinesh_muniandy01 Producer: @maharajen Director: Sam Koay 1st AD: @lesterlcj Art: @senilab Focus: @kai.filmgambit Camera Dept: @cliffordtan_ @killer_media Lighting Design: @davidchoo__ Gaffer: SinChan PA: Brian Talents: @d34bby @alextkaylin , @jadesinghhauville , others I didn’t tag @_____syedqodeem_____ @ashwinideniseee Editor: @ajay.cuts Color: @frenchie_ct Online Artist: @neohneohneoh Sound and Music: @cuurley

I really enjoy the quick cuts, the mash up of moments, building anticipation into the film. I love how the film feels honest and is an organic exploration of the city life human condition. Client: Tecno Agency: McCan Shanghai PH: CineCartel EP: @thinesh_muniandy01 Producer: @maharajen Director: Sam Koay 1st AD: @lesterlcj Art: @senilab Focus: @kai.filmgambit Camera Dept: @cliffordtan_ @killer_media Lighting Design: @davidchoo__ Gaffer: SinChan PA: Brian Talents: @d34bby @alextkaylin , @jadesinghhauville , others I didn’t tag @_____syedqodeem_____ @ashwinideniseee Editor: @ajay.cuts Color: @frenchie_ct Online Artist: @neohneohneoh Sound and Music: @cuurley

A really beautiful piece having flown back to Malaysia to do. It was an ambitious 2 days, and I truly commend Cinecartel and the Agency and Client to trust me in getting what we needed. More stills and videos to share along the way! Client: Tecno Agency: McCan Shanghai PH: CineCartel EP: @thinesh_muniandy01 Producer: @maharajen Director: Sam Koay 1st AD: Lester Art: @senilab Focus: @kai.filmgambit Camera Dept: @cliffordtan_ @killer_media Lighting Design: @davidchoo__ Gaffer: SinChan PA: Brian Talents: @d34bby @alextkaylin , @jadesinghhauville , others I didn’t tag @ashwinideniseee @_____syedqodeem_____ Editor: @ajay.cuts Color: @frenchie_ct Online Artist: @neohneohneoh Sound and Music: @cuurley

NEW WORK for our all-time favorite robot vacuum client, Roborock. We’re coming at ya with the product launch film for Qrevo-S, the latest addition to their delectable assortment of so many sweepin’, suckin’, moppin’ bots 🤖 So put y’all hands together for director Sam Koay & all the beautiful production peeps who threw down for this one 👏👏👏 Brand: @roborock Production Company: @vantage.pictures EP: @simon_le277 Director: @samkoaycreates Producer / 1st AD: @chop.tn Line Producer: Việt Anh Nguyễn PAs: Thu Le, Dino, Kim Nhanh Product Tech: @kunqn DOP: @thaianh.dng Camera Op: Anh Phạm Focus Puller: Tăng Dưỡng Gaffer: Phước Nguyễn Rental House: @cinespace_rental Art Director: @leesolong Props Master: Ốc Ma, The Art Warehouse Wardrobe Stylist: Vi Mai Wardrobe Assistants: Nick Huỳnh, Nhựt Quốc Makeup Artist: Phạm Nhật Linh Catering: Trường Võ Talent: Ross Donna Account Manager: @karen.kpl Post Supervisor: @nthuha0610 Editor/Colorist: @frenchie_ct Sound Design & Mixing / Composer: Maiki VFX: @lovetechmagic Give us a shout anytime for business inquiries & whatnot: 📧 [email protected] 📞 +84 327202070

Great actor for comedy! @orytpal A real pleasure to work with you, nailing every single take I felt! Client: @roborock PH: @vantage.pictures EP: @jamesduong___ Director: Sam Koay Talent: @orytpal DOP: @thaianh.dng Art: @leesolong Production: @simon_le277 Viet Anh 1st AD: @chop.tn Cam OP: Anh Pham Colorist: @frenchie_ct Online/CGI: Hang Nguyen and her team Sound: Mai Ki #filmset #cinematography #filmmaking #directing #tvc #filmlife

A few moments from one of my favorite little pieces showing the adventures of a little, yet powerful robot vacuum! Real fun to do more and more tech pieces. Client: @roborock PH: @vantage.pictures EP: @jamesduong___ Director: Sam Koay Talent: @orytpal DOP: @thaianh.dng Art: @leesolong Production: @simon_le277 Viet Anh 1st AD: @chop.tn Cam OP: Anh Pham Colorist: @frenchie_ct Online/CGI: Hang Nguyen and her team Sound: Mai Ki

Starry eyes on a starry daylight. Great connection between these two talents for the camera @junvu95 @quan.phamanh Much love to everyone involved in this project! Client: @vivo_vietnam Talents: @junvu95 @quan.phamanh Agency: Vicky Luu PH: @souliestudios EP: Huyen Producer: @lilobabiii PM: @dennisfindingmoods Director: Sam Cam OP: @phachimmoi Focus: @trungtoo Rental House: @cinespace_rental Art: @anngwithart Post Production: @blanknegatives.lab @huulam_ Editor: @frenchie_ct Colorist: Sally #filmset #filmlife #cinema #cinematography #cinematographylife