This video project introduces the Fortek Acotec wall panel solution.
The video introducing the wall panel solution had to solve a unique problem in the construction materials industry: the product is a concrete panel, and at a static view, there's nothing remarkable about it. The real value lies in the speed of installation compared to traditional wall construction. In the project for Fortek Acotec, Right Media chose to tell the story through the construction process itself, rather than listing technical specifications.
| Client | Fortek Acotec |
|---|---|
| Branch | Building materials – concrete wall panels |
| Category | Video introducing wall panel solutions. |
| Narrative direction | The construction process instead of listing technical specifications. |
| Filming location | Construction site |
| Production unit | Right Media – Ho Chi Minh City |
The most challenging aspect of creating a video showcasing a wall panel solution is...
Acotec wall panels are prefabricated components used for walls and partitions. Placed side-by-side in a warehouse, the panels look identical. If viewed through a catalog—close-up of the product, scrolling specifications—the viewer wouldn't realize why they should switch from traditional construction methods to this solution.
The product's true strengths only become apparent when placed in a construction site context: walls are completed in a much shorter time compared to brickwork, the already flat surface reduces the amount of finishing work required, and the construction site is cleaner due to fewer loose materials.
The chosen storytelling approach for the video introducing the wall panel solution.
The film's narrative follows the sequence of a customer's thought process, not the order in which the product is manufactured.
- Previous problem — Traditional wall construction site, material volume, and construction time.
- The following solution — The process of transporting, lifting, and assembling panels at the construction site.
- Final result — The finished wall and the space after handover.
This arrangement allows viewers to draw their own conclusions about effectiveness, rather than being persuaded by commentary. For client groups such as contractors and investors, this is a more sustainable way to persuade them.
intentionally short duration
The video is approximately two minutes long. For building materials products, the audience are professionals in the field, so they grasp the message quickly; extending it further would only dilute the message. This short version is also convenient for the sales team to watch directly on their phones during client meetings.
Three ways to describe a building materials product.
Not all products are suitable for storytelling through the construction process. Depending on the product characteristics, there are three commonly used approaches.
Tell the story at a fast pace. This applies to products that offer the advantage of shortening construction time, such as precast wall panels, modular flooring, and lightweight partitions. The most powerful way to demonstrate this is through a timelapse of the entire installation process compressed to just a few tens of seconds.
Let's judge by durability. Applicable to products requiring load-bearing capacity, waterproofing, and fire resistance. The film focuses on laboratory testing and verification, as test results are more convincing than descriptions.
Tell the story through aesthetics. Applicable to finishing materials such as tiles, artificial stone, and decorative panels. The film prioritizes close-up shots of the surface and finished space, with lighting that accurately reflects the material and true colors.
Choosing the wrong direction is the most common mistake when creating a video showcasing a wall panel solution. A product with a speed advantage that is filmed with an aesthetic focus will look no different from a competitor, while its true strengths are not highlighted.
Filming on the construction site: what to prepare
The construction site is the most difficult environment to control in any filming setting. Four things need to be agreed upon with the contractor beforehand.
- Construction schedule for the project that needs filming. The installation process is a one-time event and cannot be repeated, so the team must be present on the exact day and time the item is to be deployed.
- Procedure and safety. Register a list of personnel and equipment, ensure they wear safety helmets and reflective vests, and have a site representative accompany them when working in construction areas.
- Machine placement. Conduct a preliminary survey to select an angle that clearly shows the erection process without obstructing the construction crew and is not within the crane's transport area.
- Weather forecast. Outdoor scenes are dependent on weather conditions, so the filming schedule always includes a backup day.
How the sales team used video to introduce the wall panel solution.
For building materials, videos showcasing wall panel solutions aren't meant for mass advertising but rather as a direct sales tool.
The most common scenario is playing the video on a phone or tablet during a meeting with the contractor, at the point where the client asks about how the product works. Two minutes of video replaces ten minutes of verbal description, and more importantly, the client sees the product in action, not just an illustration.
The other two channels are the product page on the website and the electronic company profile included with the quotation. All three use the same video, so it's crucial to ensure the video is viewable even when muted, right from the scriptwriting stage.
Lessons learned for the construction materials industry.
Most building material product videos fail because they film the product in a static state. The principle to follow when making videos showcasing wall panel solutions is: if the product's value lies in how it's installed or used, then the video should capture that process, not the product itself.
Related articles and services
- Product video production service
- Film about a building materials manufacturing plant.
- TV commercial for DOTACO building materials.
Brands involved in the project: Fortek Acotec – Precast concrete wall panels according to TCVN 11524:2016.
Frequently Asked Questions
About 90 seconds to 2 minutes is sufficient for most cases. Viewers are contractors, engineers, or investors; they grasp the concept quickly and only need to see the product in action in a real-world context. Short versions are also easy to open directly on a phone when the sales team meets with clients.
It depends on the core value of the product. If the strength lies in production capacity and quality control, then filming should be done at the factory. If the strength lies in construction speed or installation method, as in the case of precast wall panels, then filming should be done on-site to truly showcase it.
It's not mandatory. Many of the most effective product videos use only images, text, and background music, because viewers on social media often mute their videos. Commentary and subtitles should only be added if the product has complex specifications that need explanation, so that the audio can be viewed without the speakers on.
