Internationally renowned advertising film director Tor Sornsrivichai is something of a phenomenon at Bangkok production house Phenomena and has been labelled the most decorated ad director in the world in five separate years. The 52-year-old’s emotive "s adverts"—"s advertising" being the art of connecting a brand with emotionally compelling stories that impart moral messages and/or life lessons—for clients like Thai Life Insurance have caused many to shed a tear around the world and garnered top awards such as the 2009 Cannes Lions International Advertising Festival Palme d'Or.