THE TAKEAWAYFor a material nobody photographs, the factory is the story — a plant cut to the pace of a brand film argues for the product better than the product can.
A 25-second 4K brand film for Eurobond's aluminium composite panel business — the plant, the coating line and the finished facades, shot and cut end to end.
Eurobond makes aluminium composite panels — the cladding that ends up on the front of office towers, airports and showrooms. The problem with selling that is the product itself: a flat panel photographs as a flat panel. The people deciding on it are architects, builders and facade contractors, and what they are really buying is confidence that the plant behind the panel is serious. So the film is not about the panel. It is about the factory. My Role: I shot and edited the complete film. On the ground that meant covering the plant end to end — drone passes over the facility, the coil stores, the coating line, the production floor with the crew working it, the rooftop solar, and the finished panels going out. In the edit I cut it to twenty-five seconds, graded it, and paced it so that each shot lands as a claim: this is the scale, this is the precision, this is the process, this is what comes off it. The length was the hard part. Twenty-five seconds is a social cut, not a corporate AV — there is no room for a slow open or a narrator walking you through. Every shot has to carry one idea on its own, and the cut has to keep moving without reading as frantic. Shooting in 4K at 50fps gave me the headroom to reframe and to slow a move down in the edit without the picture falling apart. Delivered as a 4K master. It runs on Eurobond's own channel as the lead brand film for the ACP business.
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