Phu My NPK Fertilizer Plant Commemoration Film Project: 3D CGI Brand Film
Phu My Fertilizer chose Right Media to produce a video commemorating the milestone of 1 million tons of Phu My NPK fertilizer. In 6 minutes, the film features the NPK fertilizer bag itself recounting its journey through 3D CGI characters, interspersed with real footage from the factory, distributors, and farmers in Lam Dong, Dak Lak, and Vung Tau. The film was screened at the 1 million ton connection event.
Watch the project video here: PHU MY FERTILIZER | Video celebrating 1 million tons connected – Combining live footage & 3D CGI
Project information
| Client | Phu My Fertilizer |
|---|---|
| Product | Phu My NPK compound fertilizer |
| Service | A commemorative brand film, combining live-action filming and 3D CGI. |
| Background | Factories, dealerships, and orchards in Lam Dong, Dak Lak, and Vung Tau. |
| Duration | 6 minutes |
Customer requirements
One million tons is a huge number, but if the video only reads out the figures, the audience at the event will find it hard to remember. Phu My Fertilizer needed a video that both celebrated the milestone and thanked the people who made it happen: engineers, workers, distributors, dealers, and farmers.
The film must also be honest about the product's journey, including its imperfect early years, so that the thank-you message carries weight.
Solution: Let the fertilizer bag tell its own story.
1. The 3D CGI character refers to themselves as "I".
Right Media created the character of the Phu My NPK fertilizer bag using 3D CGI, with the narrator speaking in the first person throughout the film. This storytelling approach transforms an industrial product into a character with a memory: "conceived" from the country's need for high-quality mixed fertilizer, born in a new factory under the expectant gaze of engineers, workers, and customers. The team also searched for and selected a suitable voice to convey a spirit of pride, trust, and connection.
The character representing the Phu My NPK fertilizer bag was created using 3D CGI.
2. Be honest about the early years.
According to reviews, Phu My NPK fertilizers were the first chemically produced NPK fertilizers in Vietnam, and the first bags "didn't meet expectations": sometimes the granules clumped together, leaked water, and were uneven; the packaging wasn't attractive or durable enough for long-distance transport. The film features farmers and dealers recounting these issues in front of the camera, then explaining how they patiently offered feedback instead of turning their backs on the farmers.
3. Change through listening.
Based on feedback from farmers, the product has been improved: the packaging is more attractive and sturdy, the fertilizer granules are looser, the color and size are more uniform, and the formulas are more diverse with many specialized lines. Coffee farmers report that their plants "sprout vigorously and are greener," and they feel more confident after many years of use.
Farmers share their experiences with Phu My NPK fertilizer in front of the camera.
4. New dealer network and markets
One distributor in the Central Highlands, starting with just a few hundred dealers, now has a system of over 1,000 second and third-tier dealers covering the entire area, serving industrial crops such as rubber, coffee, pepper, and recently, durian. Another unit shared that by 2025, they had exported nearly 800 tons of Phu My NPK fertilizer to Laos, with support from the parent company, the factory, and the company in the North.
Dealers are the link connecting Phu My NPK fertilizer with farmers.
What should a corporate anniversary film include?
A film commemorating a milestone can easily become a performance report. The NPK Phu My film avoided this thanks to four key choices:
- A narrator – The 3D perspective, using the first-person pronoun "I," helps the audience remember the story, not just the numbers.
- Dare to talk about your difficulties – The imperfect early years make the mature years more believable.
- A truthful person speaks the truth. – Farmers, dealers, and distributors speak in their own voices.
- The numbers are in the right place. – “1 ton, 1,000 tons, 100,000 tons, then 1 million tons” comes at the end of the film, when viewers understand where that number came from.
Result
The video concludes with the statement, "NPK Phu My, millions of tons connecting for a bountiful harvest," and the promise that one million tons is just the first milestone. The video contributed to making a mark at Phu My Fertilizer's one million ton milestone event, bringing positive emotions to domestic and international customers.
Right Media has partnered with Phu My Fertilizer on many other projects: Branded Film NPK Sugarcane Powder Phu My, Branded Film NPK SOP Phu My, Branded Film DEF Phu My Xanh and TV commercial for Phu My fertilizers for urban agriculture.See more brand film projects by Right Media.
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