18-05-2025
Big-screen debut for sun bear
Rare opportunity: APU students and academic staff participating in field production at the Bornean Sun Bear Conservation Centre in Sandakan, Sabah.
THE endangered Malayan sun bear is one of the world's most elusive bear species, making it nearly impossible for the average person to come into close contact with one.
But Malaysians will soon get an up-close look at a Bornean sun bear through a documentary set for cinema release at the end of the year.
Titled Itam: A Sun Bear Story, the documentary – Malaysia's first full-length wildlife feature – tells the story of Itam, a rescued Bornean sun bear given a second chance at life, while spotlighting the endangered species and its disappearing rainforest habitat.
For a good cause: Khairul (second from left) handing over a commemorative poster of the documentary to Prof Ho (second from right) at the launch of the trailer. Also present are Tan (far left) and APU SoMAD head Debbie Liew (far right).
Filmed entirely in Sabah, it was produced by the Asia Pacific University of Technology & Innovation (APU) in partnership with Singapore-Malaysian production house Brainchild Pictures, as part of the varsity's commitment to wildlife conservation and environmental stewardship.
The film's trailer was officially launched on May 8 at the APU campus in Technology Park Malaysia, Bukit Jalil, by Tourism, Arts and Culture Deputy Minister Khairul Firdaus Akbar Khan.
The first screening of the trailer was held on May 16 in conjunction with International Sun Bear Day.
Khairul said the documentary is a timely call for awareness, education and action.
'Projects like Itam put Malaysia on the global map – not just as a tourism destination, but also as a country deeply committed to preserving our natural heritage for generations to come,' he said in a press release.
He added that the launch of the documentary underscored the country's commitment to conservation and sustainable tourism.
Acclaimed filmmaker Raymond Tan, who is the documentary director, noted that conservation alone is no longer enough.
'Education must be at the heart of everything we do if we are to save not just the sun bear, but also our future.
'Itam is more than just a story about a bear; it is a reflection of ourselves and our responsibility to protect the fragile ecosystems we are all part of,' he said.
He added that the documentary aims to be more than just educational.
'We want it to entertain and inspire audiences to care deeply about wildlife conservation.
'Ultimately, protecting wildlife is about protecting ourselves – when we save the sun bears, we're safeguarding the health of the entire planet we share,' he said.
Efforts to bring the documentary's vision to life involved APU students, who played a pivotal role by developing promotional materials as part of their academic projects and gaining hands-on experience on set alongside industry professionals.
Students from the APU School of Media, Arts and Design (SoMAD) contributed creative proposals, including graphic designs, motion graphics, visual effects (VFX) teaser ads and awareness campaigns.
They also explored sustainable three-dimensional souvenirs and developed tourism-focused storybooks to raise awareness of sun bears.
Brainchild Pictures enriched the learning experience by providing exclusive masterclass sessions at APU, offering insights into the VFX industry.
APU vice-chancellor Prof Ho Chin Kuan said participating in the production was a rare opportunity that allowed the varsity's staff and students from diverse creative fields to collaborate on a large-scale project with the potential to make a meaningful impact on environmental conservation.
'This is not just about filming wildlife; it is also about educating the public, empowering young creators, and delivering impactful Sustainable Development Goals outcomes through creative engagement,' he said.
