The Best Quality of Rice
With the thought of rebranding their product, COFCO came to us and hope to explore ways to recreate their brand story - a video that feels less commercialize, different from the traditional interview style, more approachable to younger audiences.
Genuenity is an important element of the client's 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.