Brand Film · Cinematic Documentary
ABPONAnother Home Sweet Home
Forty years of making bolts, and one man who spent twenty of them here
A cinematic branding film about the deep, solid relationship between a company and the people who work in it. At its center is one long-serving employee whose life took its shape across decades spent here.
Abpon Co., Ltd. is one of Thailand's leading manufacturers and distributors of screws and bolts, holding to its own standard on trust built over more than forty years.
- Client
- Abpon Co., Ltd. · Thailand
- Format
- Brand film · Cinematic documentary
- Role
- Written & Directed — Seal Kim
Perspective
The Who and the Why
Two things stood out: a company history unusually long for this industry, and the fact that it had already made plenty of information-driven corporate video. After meeting the chairman, the owning family, and the staff, the decision came. Not the company's achievements, but the people who stayed. Told in the company's voice the same story is a boast; told through an employee's life it becomes proof.
The form is cinematic documentary. Narrative and strong images lead, and the people themselves carry the story.
Planning
How We Planned
Alongside interview questions built to draw out the life of someone who has held this company for more than twenty years, we laid out a narrative structure that would show the company's craft and assets on screen.
From the manufacturing sequence at the Ayutthaya plant to his house and his commute, the office, the packing house, the warehouse, the courtyard, and the Newton lab where quality testing happens. Seven locations, a shot list timed to the second for each sequence, checked against references before a camera was picked up.
The last page of the plan is a single line. Character is the key. Not specs, not company history, but one person's character is what unlocks this film. The five points of the structure diagram, the narrative hook, the joining of a personal history, recollection, community, and memory, were all designed toward that one person.
“This place is my other home.
It really is.”
Chapter 1
My Family Was Born Here
He came in with nothing more than twenty years ago and somewhere along the way gained the family he holds dearest. None of it would exist had he not met his wife, who worked at the same company.
He sets the growth of his own life alongside the growth of the company, and calls it the steady fence that has held him up all these years. He also speaks about what ABPON's industrial value has meant inside his own life.
Chapter 2
What We Care
ABPON knows exactly how much its products decide in the machinery and construction industries, and holds a quality standard that matches that weight.
To carry that message, the in-house lab was shot rhythmically, cut to the sound of the machines and the music.
Chapter 3
People Like Me Here
He tells the stories of many others at the company. The reasons they stayed are all different, but they say the same thing about what let them find their own happiness: the company's steady backing.
A community that holds up growth in work and growth in life at once. This is the narrative that completes what the company wants to say.
The Film
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