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A Celebrated Chef’s Homecoming Film Breaks New Ground for Tribal Worldwide Singapore 

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Feature documentary ‘André & his olive tree' follows culinary superstar André Chiang as he returns to his roots

A Celebrated Chef’s Homecoming Film Breaks New Ground for Tribal Worldwide Singapore 

Known for pushing boundaries and challenging the notion of a creative agency,Tribal Worldwide Singapore has once again ventured into new territory with its first feature documentary and theatrical release, ‘André & his olive tree’《初心》.

Seen through the lens of Michelin-starred Chef André Chiang, the 104-minute film follows the culinary superstar as he returns his coveted accolades and closes the doors to his beloved eponymous restaurant in Singapore for the last time. This deeply personal film incorporates the chef’s octaphilosophy and shines the spotlight on Chiang as a chef, artist, boss, and husband to Sudarampai ‘Pam’ Chiang, who had an equally strong presence at Restaurant André.

The film’s Singaporean director Josiah Ng, who is also the head of film and social content at DDB Group Singapore, went into Chef André’s kitchen and emerged with a raw, emotionally charged portrayal of an iconic personality in the culinary world searching for purpose and chasing perfection.

“This film, which was two years in the making, is an important one because it challenges our obsession with results and perfection. It also brings us back to a place where we realise what truly matters – our family, our home, our roots,” said Josiah.

Lauded for its authenticity and relevance in the current pandemic, the film has already drawn wide support from prominent media titles in Taiwan including Vogue TW, Business Weekly, Apple Daily, China Times, and ET Today. Given the early buzz around the film, its producers are already in talks with major industry players to screen or distribute the film in several regions. The film was also selected for screening at the 26th San Antonio Film Festival and the 17th Reykjavik International Film Festival (RIFF) in September 2020.

Well-known food and travel writer, Yeh Yilan also gave her take on the film, saying, “It's not just in Chef André. You will witness that even the young chefs around him in the film also have fire, enthusiasm, and passion hidden in their eyes, actions and tears.”

Co-produced with Singapore-based production house, AMOK, the film will premiere in Taiwan on 21st August, followed by screenings at 47 domestic theatres. Taiwan holds a special meaning holds for the chef as his birthplace and home to his latest restaurant RAW, which is on the Asia’s 50 Best Restaurants list.

Jeff Cheong, deputy CEO of DDB Group Singapore and the film’s executive producer, says: “We love telling stories. Over the last two years we've become more adventurous in various storytelling formats from telemovies to 40-episode drama series and producing short films with student filmmakers. We want to continue to create stories that draw people in and are glad to announce that we’re embarking on two more film projects."

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Genres: People, Storytelling, Dialogue

Categories: Short films, Short Films and Music Videos

DDB Asia, Fri, 21 Aug 2020 08:51:39 GMT