Brand Film · Cinematic Documentary
CL SYSTEMMini But Max
Logistics automation, held at human temperature. A cinematic documentary
A brand film about the philosophy and technology of CL System, a logistics automation plant. Over machines moving with precision, it lays the faces and voices of the people who build them. A cinematic documentary that adds human temperature to the coolness of the engineering.
CL System is Commerce Korea's logistics automation plant. It is a one-stop solution where hardware, software, and after-sales service are all carried by one company, aiming at integrated domestic technology in place of the inefficiency of imported WCS.
- Client
- Commerce Korea · CL System
- Format
- Brand film · Cinematic documentary
- Delivered
- Full film + five short-form pieces
- Role
- Written & Directed — Seal Kim
Perspective
One Salary, a Whole System Runs
The plan began with something seen on a distribution floor. People holding invoices, hunting for items, pulling them out, wandering the route with a cart. How many of those can one person handle in a day? Counted out, a hundred and twenty to a hundred and thirty was the ceiling.
How much can one person's wage be made to do? Minisorter began with that question, and so did the core message of the film. That one salary moves an entire system. So the camera turned away from the spec sheet and toward the faces of the people who asked the question first. Trust comes from the people who built the thing, not from the specification.
Planning
How We Planned
Everything was designed before the shoot. A cut list for each location. The developers' hands and monitors, the Minisorter's sensors and belts, the frame between warehouse racks. Cut rhythm references were attached to each, and a separate interview sheet was written for every speaker. Scenes are prepared, not found on the day.
- QCould you introduce Minisorter in one sentence? (interview design, CTO)
- QWhy did you develop the WCS in-house? (interview design, head of development)
- QWhat will this technology change about the logistics industry from here?
“How many of those
can one person do?
That is where it started.”
Approach
How It’s Told
The form is a cinematic documentary with interviews laid over it. Inside a filmic picture the machines move with precision, and the faces and voices carrying the message come over the top. An expression is stronger than a figure, and a voice translates a brand's philosophy into the most human language available.
There are five speakers. The CTO, the head of software development, a field engineer, and the voices of a client and an employee, layered to build trust. Two to three days of shooting at a client's distribution center, at head office, and in the development room. FX6 and FX3 with macro lenses, a slider, and a drone, delivering five short-form pieces of ten to thirty seconds alongside the full film.
ACT 1 · Efficiency
Startup
Power comes on in the dark and Minisorter wakes. The rhythm of metal, machine detail dug into with a macro. The first impression of a machine making order out of chaos, cut to a light rhythm. It takes an average of one and a half seconds to feed a single item in.
ACT 2 · Integration
Inside the system
Developers in meetings, coding, testing. Graphics of data flowing, API integration, parallel editing where product and software run together. Designing hardware and software together and integrating them our own way. That is this company's second keyword.
ACT 3 · Confidence
Trust, completed by people
Site inspections, client meetings, working hands, and people standing before the running machines. That they do not only sell a system, that after-sales service is another core technology. Trust, in the end, is completed by people.
The Film & The Shorts
More Work01 / 07