Phu My Organic Branded Film Project
Videos about fertilizers don't necessarily have to be about packaging and technical specifications. In the Branded Film project for Phu My Organic Fertilizer, Right Media tells the story of "soil health" through the words of a real farmer.
Video of the completed project produced by Right Media
Customer requirements
Phu My has been a familiar brand to Vietnamese farmers for over two decades. For this film, the client gave the Right Media team four requirements:
- Changing perceptions: The film should help farmers understand that fertilizing is for "nourishing plants," but more importantly, for "nourishing the soil." It needs to clearly explain how soil becomes "tired" and compacted when chemical fertilizers are overused.
- Introducing Japanese technology: Phu My Organic 60 is produced using Japanese technology. This detail must appear naturally, not as a blatant advertisement.
- Intimate and authentic: The film should be told from the perspective of highland farmers, people who have been connected to their fields and gardens for generations.
- A branded film with depth: Customers don't need a 30-second commercial. They need a branded film long enough to convince farmers of sustainable farming practices.
Right Media discusses requirements with the client before planning the filming.
Right Media's solution
Right Media built the script around Mr. Luong Van Doan, a tea farmer in Lam Dong with 10 years of experience. Mr. Doan is the central character of the entire film.
The "Real People - Real Actions" strategy
The film doesn't use actors. The crew let Mr. Doan tell the story himself: every day he goes to the garden at 7 a.m., tending the soil, pruning branches, and checking the leaves. "It's like taking care of a child."Sentences like "Farming isn't just about one or two harvests." Because it comes from real experience, farmers will believe it more than a written script.
Show the viewers how the land changes.
Numerous close-up images show the soil transforming from dry and compacted to loose and porous after the application of organic fertilizer. Tea buds sprout, leaves darken in color, and become firmer: this is the easiest way to describe the product's effectiveness.
Filming crew in a tea plantation in Lam Dong.
Talking about technology through advice.
Instead of showing factory scenes, the film incorporates Japanese technology into conversations about fertilizer selection. When a farmer asks which of the many types of organic fertilizer to choose, the answer is Phu My organic fertilizer made from chicken manure, but "It's important to use the correct fermentation technology."Then, the consultant came to Mr. Doan's garden and explained "beneficial microorganisms" and "humus content" in easy-to-understand terms.
The process of applying Branded Film at Phu My Organic.
Right Media created this Branded Film in four stages:
Phase 1: Preliminary and Survey
The script focuses on the real-life difficulties faced by tea growers in Lam Dong. The idea that "even the land gets tired" runs throughout the film, connecting Mr. Doan's narration with the message of nurturing the land in Phu My.
Phase 2: Production
- Natural light: Many sunrise and early morning sunlit scenes on the tea hills preserve the peaceful, lush green atmosphere of the plateau.
- Diverse camera angles: The drone footage opens up a panoramic view of the tea hills, interspersed with shots of handheld cameras following the footsteps of the farmers.
- Sound of the scene: The sounds of the wind, the rustling of tea leaves, and the characters' simple, rustic voices are preserved, allowing viewers to experience Lam Dong.
Phase 3: Post-production and color correction
The film's colors are warm and clear. The green of the tea leaves and the brown of the soil are balanced, evoking a sense of clean, safe agriculture.
Phase 4: Sound Design and Voiceover
The film's final narration, delivered in a warm, confident voice, concludes with Phu My's message: "When the soil is properly cared for, plants not only grow but also learn to protect themselves.".
Post-production image and color processing according to client's wishes.
Results achieved
Branded Film Phu My Organic Fertilizer is completed with the following features:
- The true story: Farmers can see themselves in Mr. Doan's story, because it is the words of a real tea grower.
- Product positioning: Phu My Organic 60 is introduced as a "land revitalization" solution, using Japanese technology but speaking in the language of Vietnamese farmers.
- A message that will last a long time: The film is about a decent way of farming, encapsulated in the sentence "To live in harmony with the land is to live long-term.".
- A coherent narrative: The script, visuals, film color, and commentary all adhere to the story of Mr. Doan and the land he cultivates.
If your business needs a brand story told through real people and real events, Right Media is ready to discuss it. Contact us at:
- Ho Chi Minh City: 06 Binh Quoi Street, Binh Quoi Ward, Ho Chi Minh City
- Hanoi: 105-E5, Trung Tu Street, Dong Da District, Hanoi
- Facebook: FB.com/rightmedia.vn/
- Youtube: youtube.com/@RightMediaVN
- E-mail: info@rightmedia.vn | anhtai@rightmedia.vn
- Hotline: 0901 391 002
Right Media – A specialized media partner for B2B businesses, factories, and industrial parks.
