Latest news with #BrainchildPictures
The Sun
27-05-2025
- Science
- The Sun
APU highlights the need for conservation of the sun bear
ASIA PACIFIC University of Technology and Innovation (APU) together with Brainchild Pictures have produced a documentary titled Itam: A Sun Bear Story, which spotlights the plight of the endangered Malayan Bornean sun bear and its disappearing rainforest habitat. The endangered Malayan sun bear is in need of help, being one of the world's most elusive bear species and as its numbers dwindle in the wild, one rescued Bornean sun bear Itam represents hope for the future through this documentary. The documentary shot entirely in Sabah involved APU academic staff and students and as vice-chancellor of APU Professor Dr Ho Chin Kuan said, 'It is an honour to be part of this production journey. This rare opportunity allows our 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.' Working closely with Brainchild Pictures, students from APU School of Media, Arts and Design (SoMAD) contributed creative proposals, including graphic designs, motion graphics, visual effects and also awareness campaigns. The production house also contributed to the learning experience of students by providing exclusive masterclass sessions at APU, offering insights into visual effects (VFX). APU students also explored sustainable 3D souvenirs and developed tourism focused story books to raise awareness on sun bears. At the launch of the full length documentary, a first for Malaysia, there was a recorded session with Dr Wong Siew Te, founder of the Bornean Sun Bear Conservation Centre (BSBCC). He shared the many threats to their habitat, including deforestation and poaching. Wong said despite being the smallest bear species on Earth, sun bears are recognised as keystone species in maintaining rainforest ecosystems. He said their survival is crucial not only for biodiversity but also for human wellbeing and climate resilience. 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 Akhbar Khan. Khairul said, 'We celebrate the launch of Malaysia's first big screen wildlife documentary, showcasing our commitment to conservation and sustainable tourism. Featuring Itam, a rescued sun bear, the film highlights the vital role of sun bears in our ecosystem. 'This documentary is a timely call for awareness, education and action. Projects like Itam put Malaysia on the global map – not just as a tourist destination, but as a country deeply committed to preserving our natural heritage for generations to come,' he said. Filmmaker Raymond Tan, who directed the documentary said Itam not only chronicles the story of Malaysia's sun bear but also showcases Sabah as a leading destination for environmental and sustainability efforts in the region. '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. Conservation alone is no longer enough; education must be at the heart of everything we do if we are save not just the sun bear, but our future. 'We want to inspire audiences to care.'
The Sun
27-05-2025
- Science
- The Sun
A first for Malaysia – spotlight on the sun bear
ASIA PACIFIC University of Technology and Innovation (APU) together with Brainchild Pictures have produced a documentary titled Itam: A Sun Bear Story, which spotlights the plight of the endangered Malayan Bornean sun bear and its disappearing rainforest habitat. The endangered Malayan sun bear is in need of help, being one of the world's most elusive bear species and as its numbers dwindle in the wild, one rescued Bornean sun bear Itam represents hope for the future through this documentary. The documentary shot entirely in Sabah involved APU academic staff and students and as vice-chancellor of APU Professor Dr Ho Chin Kuan said, 'It is an honour to be part of this production journey. This rare opportunity allows our 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.' Working closely with Brainchild Pictures, students from APU School of Media, Arts and Design (SoMAD) contributed creative proposals, including graphic designs, motion graphics, visual effects and also awareness campaigns. The production house also contributed to the learning experience of students by providing exclusive masterclass sessions at APU, offering insights into visual effects (VFX). APU students also explored sustainable 3D souvenirs and developed tourism focused story books to raise awareness on sun bears. At the launch of the full length documentary, a first for Malaysia, there was a recorded session with Dr Wong Siew Te, founder of the Bornean Sun Bear Conservation Centre (BSBCC). He shared the many threats to their habitat, including deforestation and poaching. Wong said despite being the smallest bear species on Earth, sun bears are recognised as keystone species in maintaining rainforest ecosystems. He said their survival is crucial not only for biodiversity but also for human wellbeing and climate resilience. 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 Akhbar Khan. Khairul said, 'We celebrate the launch of Malaysia's first big screen wildlife documentary, showcasing our commitment to conservation and sustainable tourism. Featuring Itam, a rescued sun bear, the film highlights the vital role of sun bears in our ecosystem. 'This documentary is a timely call for awareness, education and action. Projects like Itam put Malaysia on the global map – not just as a tourist destination, but as a country deeply committed to preserving our natural heritage for generations to come,' he said. Filmmaker Raymond Tan, who directed the documentary said Itam not only chronicles the story of Malaysia's sun bear but also showcases Sabah as a leading destination for environmental and sustainability efforts in the region. '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. Conservation alone is no longer enough; education must be at the heart of everything we do if we are save not just the sun bear, but our future. 'We want to inspire audiences to care.'
New Straits Times
16-05-2025
- Entertainment
- New Straits Times
#SHOWBIZ: Sun bear Itam's story of survival and hope
A TINY bear with an extraordinary story is set to capture hearts across Malaysia. Meet Itam, the sun bear whose journey from trauma to freedom proves that the "bear" necessities of life include more than just forgetting about your worries and strife. The 90-minute film is a collaboration that would make even Baloo proud. Brainchild Pictures and Asia Pacific University of Technology and Innovation (APU), with support from the Tourism, Arts and Culture Ministry (Motac), have created Malaysia's first big-screen wildlife documentary, 'Itam: A Sun Bear Story'. The documentary highlights the endangered sun bear and its disappearing habitat. Unveiled at APU's Bukit Jalil campus on May 7, the launch was officiated by Motac's Deputy Tourism Minister Khairul Firdaus, who also announced sun bears as the official mascot for Visit Malaysia Year 2026. "This initiative represents a milestone for Malaysia's creative arts, conservation, and ecotourism," he said. "Through Itam's story, we witness a moving journey of survival, hope and shared responsibility." ZERO-CARBON FILMMAKING Filmmaker Raymond Tan, who hails from Penang and has been active in the film industry for over a decade, worked alongside Hollywood cinematographer David Stump (known for his work on 'X-Men' and 'Deep Blue Sea' among others) for the documentary. With two feature films under his belt ('Wayang Boy' and 'The Wayang Kids'), Tan was inspired by Dr Wong Siew Te's conservation story. The team was also making deliberate choices to minimise their carbon footprint. "This is not common in Malaysia because we try to promote zero-carbon filmmaking," said Tan. The team flew to Sandakan only twice, once for reconnaissance and once for filming. Even catering followed green guidelines: "When we have our lunches and all that, we try not to use disposable utensils. So everything is recyclable." THE CUB WHO COULDN'T 'BEAR' HUMANS Rescued in 2020 after poachers killed her mother, Itam's fear of humans became her ticket to freedom. "She is not habituated to anybody. We couldn't bond with her, and that's why she became a good candidate for our release programme," said wildlife biologist Wong, founder of the Bornean Sun Bear Conservation Centre. Although filming itself took less than a month, preparations spanned years with scripts constantly revised to follow the unpredictable animal behaviour. "You can't direct wildlife like actors," said Tan. "This was my first documentary, and I was learning every day." He added that local wildlife fixers, or "bear whisperers", helped the team capture footage without disrupting the animals' routines. The cameras captured one of the emotional moments — Itam's release into the wild in March this year. Now tracked via collar, she's thriving in her natural habitat, a success story in a world where fewer than 600 sun bears remain in Malaysia's forests. STUDENTSʼ INVOLVEMENT What many viewers might not realise is that this journey also involved students from APU's School of Media, Arts and Design (SoMAD). Abilash Kanagaratnam, Chai Jia Rong and Kotaro Yamasaki joined the film crew in Sabah, contributing creative proposals, including graphic designs, motion graphics, visual effects and awareness campaigns. The students had to put up with unpredictable tropical downpours, humidity, and the stubborn reality that the bears operated on their own schedule, not the production team's. "We learnt that nature doesn't follow our script," Chia said. "Sometimes the bears wouldn't come out for hours. Still, the experience was unforgettable. "To be able to observe the sun bear's behaviour was great and a once-in-a-lifetime experience for us," Abilash reflected, his eyes lighting up. Debbie Liew, head of SoMAD in APU, links the project to Sustainable Development Goals 15: Life on Land (one of the 17 Sustainable Development Goals established by the United Nations in 2015). "It's not just because they are fluffy and cute. They contribute to a much broader goal of preserving biodiversity. "They help maintain tropical forests by dispersing seeds with their foraging skills," said Liew. BEARING WITNESS TO RECOVERY Sun bears face extinction due to habitat loss, poaching and the exotic pet trade. Tan hopes the story of Itam raises awareness and appreciation for this overlooked species. "You need to see this on the big screen," he urged, describing how filming Itam's release was one of the production's most emotionally charged moments. For Tan, Itam marks a major shift and a personal revelation. "Sun bears are a keystone species," he said. "They're forest architects and doctors. They dig, climb, eat termites and keep the rainforest ecosystem in check. Yet few Malaysians even know they exist." Determined to change that, Tan made it his mission to give sun bears the spotlight. "We've had documentaries on tigers and orangutans, but almost nothing on sun bears. So I decided to be the first," he said. 'Itam: A Sun Bear Story' is set for release in late 2025 in Bahasa Malaysia, Mandarin and English.
