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DeGrille: The Choice Of A New Generation
I concluded my internship by paying homage to DeGrille, its vibrant work values & culture. Here, I celebrate how far the company has come, how fast it has grown, and the values that make DeGrille truly the choice of a new generation of homeowners.
TEAM | SEAN TAN + MY AMAZING COLLEAGUES AT DEGRILLE
PROJECT DATE | JANUARY 2023
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Synopsis
I think of all the major videos I've worked on, the corporate video was the "mother of all videos" for me. It took the longest time to edit, and was the longest to render. The production was also the largest, which required a lot of coordination and directing, as well as using recording equipment.
But more than anything, the graphics and special effects that were put into the video were the most complex out of all the other videos I've worked on. Motion graphics and production, that I've learnt from After Effects and filming classes in Branded Video Content.
Ultimately though, the corporate video isn't just a showcase of how the company works, or what goes on behind the scenes, least of all an advertisement. It's supposed to celebrate and tell the company's story; one that should resonate with buyers, colleagues and business partners.
And with the added requirement of having no voiceover and keeping supers (text) to a minimum, the onus was on me to show the story, not tell. For these, I had to tap into my Year 1 Storytelling and Narrative Thinking classes.
So the video didn't just have to communicate, it had to immerse its audience, into a company they may or may not be a part of. For customers, the company had to be one that was professional and people-centric. For business partners, the company had to be established and fast-growing. For colleagues, the company had to be one that they are proud to be a part of; to have played a part in building it up, helping it grow to where it is today. It's also why I decided to use the company's tagline, "The Choice Of A New Generation", as the video's title.
For this, I looked to my Building A Brand and Branding Fundamentals classes to identify how one video could be made to resonate with three different audiences at once, each with their own values.
Ultimately despite this difference in need, they were all relatively aligned with one another, so it was a matter of crafting a story with a logical flow that could strike a chord with each of these audiences, one by one.
Learning Points & Key Takeaways
The corporate video is a project that my supervisors and I had been talking of since the start of my internship.
From our many conversations, we've brainstormed many ideas for things that could go into the video, but we never really had time to work it out, because of other priorities that the company had at that point in time; the Pet Expo, or the SmartShade product launch, the new DeGrille website, or helping DeGrille build up their online and social media presence, among other things.
Besides, we figured it'd be best to begin filming the corporate video once everything was in; the marketing collateral from the Pet Expo, the SmartShade and its assembly line, and our expanded workforce.
So this month, we finally did just that.
Producing the corporate video required a lot of coordination and direction, which mandated clear communication and adherence to safety protocols. For the warehouse scenes, actual construction equipment was being used.
Staff were actively moving around, bringing equipment and resources from place to place, walking around the warehouse floor. So it was imperative that I could direct the staff around and stay clear of any potential hazards, making sure the area around me is clear, so that I mitigate any risk of injury.
For the showroom scenes, I personally worked with our salespeople and customers by going through with them how certain shots would be taken, obtaining permission to film, while ensuring that my filming wouldn't disrupt their normal work. I also took great strides to ensure the customers were comfortable with being on camera.
Ultimately, the biggest takeaway for me is how stories can be told, without ever being told. Corporate videos are entirely capable of showing, not telling, by immersing its viewer; inviting them to celebrate together with the company and be happy for its successes, even if they may very well not be a part of it.
A multi-disciplined Media & Communication student from SP who's ready to create content that connects for your company's media needs
© 2022 by Sean Tan. Supported by Singapore Polytechnic. All Rights Reserved
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