In the future when we look back on today, how would we describe the pandemic? What version of history would we tell?

“A Message from the Future” tells a perspective-changing story about the times we are currently living in. Painful, scary, and upending lives around the world. Yet it is in our darkest hours when we see what matters most – our families. This was the year of the pandemic, but also the year of family.

In a departure from Jollibee’s usual campaigns, the film adopts a sombre and realistic tone, but gives way to hope as the family found comfort in each other. It’s a transition highlighted through the progression in colour treatment and aspect ratio. The film starts in a 4:3 format in black and white, and slowly transitions to a sharp digital anamorphic image, allowing us to visually bring the audience between two periods of time.

Filmed in New York, this three-minute film shows that Jollibee is not just a Filipino icon, but an icon that can travel and thrive anywhere because the themes are as true in Queens, as they are in Manila, as they are in London. Spreading not just to the Filipino diaspora worldwide, but beyond.