Producer Brainchild Pictures Mentors Asia Pacific University Students on the Sun Bear Documentary Project

As part of its commitment to wildlife conservation and environmental stewardship, the Asia Pacific University of Technology & Innovation (APU) has partnered with Singapore-Malaysian production house Brainchild Pictures to bring artistic creativity to Itam: A Sun Bear Story, a documentary spotlighting the endangered Malayan Sun Bear and its disappearing rainforest habitat.

Itam was filmed entirely in the state of Sabah, showcasing its lush rainforests, pristine rivers, and vibrant wildlife sanctuaries in breathtaking cinematic detail. The film trailer was officially launched on 8 May 2025, at APU’s campus in Technology Park Malaysia, Bukit Jalil, by YB Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts and Culture, Malaysia. 

The first trailer will be screened on 16 May 2025 in conjunction with International Sun Bear Day, with the full documentary scheduled for cinema release at the end of the year.

“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 tourism destination, but as a country deeply committed to preserving our natural heritage for generations to come,” said YB Khairul.

Directed by acclaimed filmmaker Raymond Tan, Itam is poised to make cinematic history as Malaysia’s first full-length wildlife feature documentary—a visually stunning, emotionally resonant film that not only tells the story of one of the world’s most elusive bear species 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 to save not just the sun bear, but our future,” said Raymond Tan, Director of Itam: A Sun Bear Story.

“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,” added Raymond at the press conference following the launch ceremony.

Supporting the Story: Students Creating Promotional Content for Conservation

Itam: A Sun Bear Story tells the true story of Itam, a rescued Bornean sun bear given a second chance at life. Through stunning visuals and moving narration, the film traces her journey of rewilding, underscoring the powerful bond between human compassion and nature’s resilience.

APU students played a pivotal role by developing promotional materials as part of their academic projects and gaining invaluable hands-on experience on set, working alongside industry professionals to bring the documentary’s vision to life.

Working closely with Brainchild Pictures, students from APU’s School of Media, Arts and Design (SoMAD) contributed creative proposals, including graphic designs, motion graphics, VFX teaser ads, and awareness campaigns. They also explored sustainable 3D souvenirs and developed tourism-focused storybooks to raise awareness about sun bears. 

Brainchild Pictures further enhanced learning by inviting students to the Sabah production shoot—covering local expenses—and providing exclusive Masterclass sessions at APU, offering valuable insights into the VFX industry.

Produced entirely in Sabah, the documentary also involved APU’s students and academic staff taking on the role of documentarians, capturing behind-the-scenes (BTS) footage and photographs for promotional use during a three-day, two-night field production. 

Their involvement aligns with SDG Goal 15: Life on Land and reflects APU’s commitment to integrating conservation efforts with real-world learning. 

“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,” said Professor Dr Ho Chin Kuan, Vice-Chancellor of APU. 

“This is not just about filming wildlife; it’s about educating the public, empowering young creators, and delivering impactful SDG outcomes through creative engagement,” he added. 

Also in attendance at the ceremony were Vivian Wong Shir Yee, Member of Parliament for Sandakan; Mohd Amirul Rizal Abdul Rahim, Senior Director of Advertising & Digital and Head of Secretariat for Visit Malaysia 2026, Ministry of Tourism, Arts and Culture Malaysia (MOTAC); Ms Debbie Liew, Head of SoMAD, APU; along with faculty members, students from the School, and members of APU’s Senior Leadership Team.

Dr Wong Siew Te: Honouring a Pioneer in Conservation 

The launch also featured a special recorded session with Dr Wong Siew Te, founder of the Bornean Sun Bear Conservation Centre (BSBCC). Recognised globally as the leading expert on Malayan Sun Bears, Dr Wong shared insights into the critical threats facing the species—including deforestation and poaching.

Despite being the smallest bear species on Earth, sun bears are keystone species in maintaining rainforest ecosystems. Dr Wong’s presentation emphasised that their survival is crucial not only for biodiversity but also for human wellbeing and climate resilience.

Why Watch Itam – and Why It Matters

Audiences of Itam will:

• Explore Sabah’s pristine rainforests through world-class cinematography
• Deepen their understanding of the sun bear’s ecological importance
• Be inspired to support conservation and adopt sustainable practices
• See how wildlife, forests, climate, and humanity are all interconnected

The film’s progress can be followed via Brainchild Pictures’ website and social media channels. 

Championing ESG Through Collaborative Action 

This landmark project is made possible by the support of Solarvest Holdings Berhad, Kean Beng Lee Industries (M) Sdn Bhd, APU, and other partners committed to advancing ESG values. Their shared goal is to drive real change through innovation, conservation, and youth empowerment. 

Coming to Cinemas by the End of 2025 

Currently in post-production, Itam – A Sun Bear Story is expected to be released in cinemas across Malaysia by the end of 2025 – a historic moment in the nation’s wildlife filmmaking journey. 

The film invites Malaysians and global audiences alike to rediscover the wonder of the natural world – and to take action before it’s too late.