Rooftop
A rooftop sitting above the Andong skyline. The rhythm of the space, sketched in music.
Brand Documentary & Music Sketches
COFFEE
KINGDOM
A coffee brand in Andong. One documentary and two sketches
Three films were made for Coffee Kingdom, a cafe brand in Andong. One brand story documentary that carries its message through subtitles and images, and two music sketch films, one for the rooftop and one for the main store.
Coffee Kingdom is a coffee brand in Andong, North Gyeongsang. It runs the Kingdom Technical Institute, where roasting is studied, alongside cafe spaces of quite different character.
- Client
- Coffee Kingdom · Andong, North Gyeongsang
- Format
- One brand documentary · Two music sketches
- Role
- Written & Directed — Seal Kim
Perspective
Why We Tell
Credible brand information and something worth watching, at the same time. That was the first line of the plan. What Coffee Kingdom has built is clear enough, but the worry was that the longer you talk about it the more it sounds like an advertisement.
So the brand story holds its tongue. The message it needs lands in short subtitles, and the rest is left to the images. A brand documentary. From the roasting institute to the cup, the picture walks and the sentences follow.
Planning
How We Planned
It started as two separate plans. One for the documentary, one for the sketches. Different forms need different preparation. For the documentary the message was written and sharpened as sentences first, then laid over the picture. For the sketches the route was drawn first and the whole thing shot in a day.
- DOC“Credible brand information and audiovisual interest, at the same time!” (brand story plan)
- SKETCH“A cafe tour without leaving your seat!” (store promotion plan)
Approach
How We Tell
The store films went the other way and stripped the words out. A cafe tour without leaving your seat. Instead of listing what each space offers as text, music carries it and the grammar of a music video holds the tension.
One documentary and two sketches. Two different grammars complete one brand.
The Film & The Sketches
Main Branch
The main store, surrounded by books. The film stays close to the hands that make the coffee.
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