Building better together
Etex
Brand Film
The Brief
Etex is one of the global leaders in lightweight construction. To mark the launch of its new purpose, the company wanted to produce a new brand film. The objective? To highlight Etex’s different product ranges, its presence in more than 45 countries, and the diversity of its teams, all brought together under its new tagline: “Building better together.”
The story we wanted to tell
We asked Etex to identify a series of case studies across different countries. Building on these, we proposed creating short, everyday life scenes that highlight a sense of togetherness among the people using the buildings. We then connected these stories to the materials and solutions behind them.
Laurent Stine, Film Director.Bringing emotion, rhythm and striking visuals to an industrial story, that’s the kind of challenge I truly enjoy.
The creative process
The main challenge in this type of project is to create a strong narrative thread that connects the company’s different areas of expertise, while also aligning teams spread across the globe.
We worked hand in hand with Etex’s corporate communications team over several months. Together, we identified a wide range of case studies, selecting some, discarding many, and gradually shaped a series of highly detailed storyboards.
These storyboards played a key role, not only in preparing the shoot, but also in securing internal buy-in from local communication teams, who sometimes found it challenging to fully grasp an approach that differed significantly from their usual audiovisual standards.
Many iterations were produced along the way. And in the end, it’s striking to see how closely the filmed result reflects what was first envisioned on paper.
The shoot
To stay within a tight budget while managing the costs of multiple intercontinental trips, we built a small, agile and multidisciplinary crew: a director, a cinematographer, a camera assistant and a producer.
Each team member brought a versatile skill set and was willing to step beyond their primary role to keep things moving efficiently. We also collaborated with local technicians for specific sequences: for instance, a small set design team in Chile.
We applied the same approach to equipment, making smart, efficient choices to minimize footprint and streamline production. For instance, we were able to replace traditional machinery with more agile solutions, such as the DJI Ronin 4D.
Post-Production
Post-production is a crucial stage in this type of film. Editing shapes the rhythm and energy needed to hold the viewer’s attention, especially given a runtime that is relatively long by today’s standards.
We also had to seamlessly blend different types of footage. We used a variety of cameras to stay as efficient as possible during the shoot while still achieving a strong visual impact.
This is where color grading becomes essential.
Broadcast
The film is distributed across all of the company’s digital channels, including its website and social media platforms. It is also used in numerous internal and external presentations.
We also produced shorter versions tailored for more targeted uses.