SINGAPORE, July 27 — Yasmin Ahmad has redefined the concept of engaging people through “her fearless, slice-of-life portrayals that are unapologetically real, yet profoundly heartwarming”, according to Singapore’s Community Development, Youth and Sports Ministry (MCYS), of Malaysia’s acclaimed film director who died Saturday.
“Her pro-family works for MCYS stand out as heartfelt statements highlighting the importance of the family as a keystone of society,” the ministry said in its condolences to the late director’s family.
In 2007, Yasmin was invited by MCYS to help raise public awareness of important issues of concern to families in Singapore.
She produced and directed two ground-breaking campaign TV commercials, ‘Red Shoes’ in June, last year, and ‘Funeral’ last April, that are today still inspiring Singaporeans and people beyond Singapore, via the Internet.
Minister Vivian Balakrishnan who extended his deepest sympathies to her family for their sudden loss, said: “I will always remember Yasmin’s smile, her sincerity, her creativity and the way her messages resonated so powerfully in our hearts because of her extraordinary sense of humour and honesty.”
National Family Council chairman Lim Soon Hock said Yasmin was a rare and extraordinary talent blessed with the ability to communicate compelling and engaging messages that resonate through the cross-section of society.
“Her honest and heartfelt projection of family issues in her TV commercials and in her movies has certainly added a new dimension to our public outreach efforts. I am glad to have had the privilege of meeting and working with Yasmin,” he added.
Yasmin was best known for the movies she directed between 2003 and 2008, which delved into issues such as religion, parental abandonment and inter-racial relationships, as well as heartfelt television commercials that focused on family and community bonding. – Bernama
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