Behind the Scenes: AJI-SHIO “Perap, Masak, Tabur” Campaign Video

Big Idea, Small Set

When AJI-SHIO approached Silver Strings to produce a new campaign video, their goal was simple: remind home cooks that one seasoning can do it all. Our challenge was to translate this into a concept that felt relatable, social-media-friendly, and memorable in just 60 seconds.

We pitched everything from a cheeky vampire story to a full martial arts showdown in the kitchen. The final pick, “Pass the AJI-SHIO” became a slice-of-life narrative designed to resonate with everyday home cooks. Three kitchens, three personalities, and three ways to use AJI-SHIO, all tied together with one simple thought: “Shake-shake je.”

From Storytelling to Strategy

This wasn’t just about shooting a video; it was about shaping how people think about AJI-SHIO. The storyline put three relatable home cooks in real kitchens, each facing the same cooking dilemma: something’s missing from their dish. By showing AJI-SHIO as the ingredient that saves the day for marination, cooking, and topping, we made versatility the hero of the story. The message was clear, fast, and easy to imagine in anyone’s own kitchen.

Building the Set, Rolling the Camera

Two days before filming, we transformed our home-style office into a working studio. The two dry and wet kitchens were turned into three distinct sets that looked lived-in and authentic. The art team sourced every prop that matched each character’s personalities. We also went the extra mile to ensure that the colour choices for the wardrobe matched the colour themes of the campaign - pink, orange, and green, perfectly. Every detail was locked in before filming, setting us up for a smooth, high-quality production.

6-to-11 on Shoot Day

On the big day, five of our team members were on set alongside the filming crew. Our producer ran the schedule like clockwork, keeping everyone in sync with the storyboard. Client servicing stayed on standby, securing rapid approvals on tweaks and keeping the brand team looped in. The director oversaw every frame to match the vision we sold, while the art and wardrobe teams handled final set dressing and continuity. From 6am to 11pm, we made sure that every scene and every shot met our standard of “no compromises.”

Ideas Only Work When Executed Flawlessly

This project is proof that creating high-quality branded content that connects with the audience and delivers the brand’s key message effectively requires sophisticated strategy, meticulous planning, and a passionate team that cares about every detail. We believe a great idea is only as powerful as its execution, and this campaign is a perfect example of how we bring that belief to life for every client.