Brand Film · Cinematic Documentary
How a box
becomes trust
A brand film that follows two in the morning at a premium fruit grocer
A brand film for the premium fruit brand Chonggakne. Starting from an alarm at two in the morning, it follows a day in the life of Yoon Yeokyung, who has spent more than twenty years looking at nothing but fruit, until a box becomes a customer's trust.
Chonggakne is a premium fruit retail brand. It grew from a single small store into physical shops and online delivery, and still holds to the standard it set at the dawn market.
- Client
- Chonggakne · Premium fruit
- Format
- Brand film · Cinematic documentary
- Role
- Written & Directed — Seal Kim
Perspective
Why We Tell
Buying fruit online is not really an easy thing to do. The film starts from the customer's unease. The photo looks good, but will the one that comes to me really be like that? You are not the one picking it out.
The story of the people who carry that unease on your behalf is Chonggakne's brand story. Not the eye for picking out what is good, but the standard for quickly spotting what must not be sent. That standard, which begins with a refusal, sits at the center of the story. A brand's standard shows in the judgments made before dawn, not in the lines that introduce it.
Planning
How We Planned
A treatment was written before any shooting. From the alarm at two in the morning to the last judgment before the box is closed, the route of the day was designed chapter by chapter. The field of my life, the standard that begins with a refusal, where we come from. Between those chapters, interview sheets were prepared to draw out what he would say. The camera followed the day on top of that design.
“Premium does not mean
expensive fruit, I think.
For us, premium is holding
the line on what can be sent.”
Approach
How We Tell
A cinematic documentary follows the route of the day. The alarm at two in the morning, the PDA and refractometer at the auction floor, the sorting that begins with a taste, the shop floor, and the judgments at the distribution center that do not end until the box is closed.
The camera watches the conflict inside each judgment. Fruit at a good price but of doubtful quality. Fruit fine to eat now but risky by the time it reaches a customer tomorrow. The moments a whole sellable box is turned back are what prove this brand's standard.
The Ending Oner
One truck leaves,
and the market keeps turning
The film ends on a single unbroken take. The last box is loaded, the gate closes, the truck pulls away, and the market goes on turning as it always does. The scene was shot for real, and only the logo on the truck was changed to Chonggakne's with AI.
The picture that closes a brand's day cannot carry another company's name on it. Correcting the fact instead of rebuilding the scene. That is where we think AI belongs.
The Film & The Shorts
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