On Hold no. 2

Synopsis This film lingers in the endless wait. Suspended between intent and interpretation, between what something is and what it appears to be.

At first glance, it feels like a commercial. Polished, deliberate, familiar. The tone, the pacing, the pristine compositions, all the cues are there. But a question lingers: a commercial for what? A bank? A credit card? A coffee brand? Or perhaps something more abstract — like desire, or longing itself.What begins as an image of consumer familiarity slowly unravels into something else — a meditation on purpose, perception, and the narratives we project onto what we see. The film plays with our expectations, blurring the line between the manufactured and the meaningful.

It’s both a reflection and a critique — an invitation to sit with ambiguity, to question not just the story being told, but the lens through which we interpret it.

This is not an ad. Nor is it entirely a narrative. It’s the space between both — the hold tone that never ends, the moment before something begins.