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COFCO: The Best Quality of Rice
Videography
With the thought of rebranding their product, COFCO came to us and hoped to explore ways to recreate their brand story - a video that feels less commercialized, different from the traditional interview style, and more approachable to younger audiences.
Genuenity is a crucial element of brand voice.
We decided to depict the entire process of how "The Best Quality Rice in China" was made from start to finish - from the paddy field to your rice bowl.
The deliberate use of close-ups and top shots is not just a tactical way but also to emphasize the geographic bonding between framers and Harbin, a city renowned for its quality rice for decades.
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