My role was that of a Executive Creative Director as well as the one who conceptualised the idea.

There was no brief for this film in particular. We just completed an earlier campaign for a local NGO who was at the forefront of the battle against pedophilia when the Mannequin Challenge became a trend so the idea to use it for this cause just happened. We informed the client and was told that there was a petition being circulated to update the laws to protect children from sexual abuse as well as being used in the flesh trade. So that's how it came about.

It was fairly easy because they were always looking for help in the area of communications. And by then, we've already ran a successful campaign for them called #StopNurseryCrimes so they trusted us.

It was based on the Mannequin Challenge trend. We were in a brainstorm session for another client when this idea pop out of nowhere. It brought back memories of the description of a underaged brothel that was witnessed by a friend who went undercover. So when the idea happened, I already saw in my head what the film would look like.

Convincing parents to allow their kids to be featured in this film. We got child councelors and activists in this area to help us explain to the parents and their kids about what they were doing. The other challenge was trying to match the sort of people who frequented these brothels. These were not high end ones, but low end service catered for blue collar workers. Also we had to deal with a sense of discomfort and guilt during filming. We were questioning ourselves all the time.

We consulted my friend who went undercover and who's the only one who's seen a underaged brothel. We sent him location pictures and also photos of the talents and their wardrobe to make it as close to reality as possible.

From over two years of working on this subject matter, we realised that there is so much of injustice and suffering around us. We realised man is capable of great things as well as horrible things. We also learnt that we are not powerless. We may not be able to do great things, but can do something within our own capacity to help. If we each did our little part, collectively, we can do a lot. The anti-grooming bill was passed in Parliament during this period. Many contributed to that.

That's a tough question and I can only make an assumption. To me, journalism is a mesh-up of activism, detective work and story-telling. What little I know about journalists is that they care about what's happening in the world around them. And maybe, they appreciate the sort of work that mirrors what they are struggling to do. It's an assumption on my part. I hope I didn't speak out of line. And I am deeply honoured that work from an ad agency was recognised by people outside of our field.