This video project introduces the Fortek Acotec wall panel solution.
Creating a video showcasing a wall panel solution presents a unique challenge: the product is a concrete panel, and there's nothing remarkable about it standing still. The key lies in how the panels are manufactured and installed. Therefore, in the project for Fortek Acotec, Right Media used images of the factory and construction site instead of 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 shown in a catalog-style video, only close-ups of the product and displaying specifications, viewers wouldn't understand why traditional construction methods should be abandoned in favor of this solution.
The product's 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 video features narration that runs alongside the images. The film sequentially answers three common questions buyers ask: how is the panel made, how is it assembled, and what does it look like after assembly?
- Product: Concrete wall panel extrusion line at the factory and a close-up view of the hollow core of the panel.
- Construction: The process of transporting, lifting, and assembling the panels at the construction site.
- Result: The finished wall, complete with Fortek Acotec branding.
The commentary only highlighted a few key facts: the production line and mixing plant were entirely imported from Germany, the wall panels had been used for apartment buildings up to 40 stories high, an assembly team only needed two workers, and productivity was six times higher than traditional construction methods.
The following section explains how to limit cracking: using flexible joints to separate the structural frame from the wall panels, and reinforcing the joints between two panels with fiberglass mesh. The film mentions a construction project from 2018 that remained crack-free and leak-proof even after being continuously watered for 72 hours.
Images show the results to the viewer, while commentary keeps the numbers. For contractors and investors, seeing it firsthand is more convincing than hearing a presentation.
Short duration
The video is about two minutes long. The audience are professionals, so they grasp the main points quickly; extending it would only dilute the message. The short version is also convenient for the sales team to play directly on their phones when meeting with clients.
Three ways to describe a building materials product.
Fortek Acotec is well-suited to storytelling through the construction process, but this isn't the case for every product. Depending on the product's characteristics, Right Media usually chooses one of three approaches.
Tell the story at a fast pace. This applies to products that shorten construction time, such as precast wall panels, modular flooring, and lightweight partitions. The best 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. Designed for applications requiring load-bearing capacity, waterproofing, and fire resistance, the film undergoes testing and verification in laboratories or directly on-site, as test results are more convincing than descriptions. The 72-hour water immersion test in Fortek Acotec film also follows this approach.
Another example is a video comparing WPC and MPC materials, produced by Right Media for FM Trading, the distributor of the Fortadeck brand. The film showcases MPC (Minerals Plastic Composite) through three characteristics: strength, fire resistance, and durability.
Video comparing WPC and MPC materials | FM Trading x Right Media
Tell the story through aesthetics. Suitable for finishing materials such as tiles, artificial stone, and decorative panels. The film prioritizes close-ups of the finished surface and space, and the lighting must accurately reflect the material and its true colors.
Choosing the wrong direction is a common mistake when creating videos introducing wall panel solutions. A product that excels in speed but focuses on aesthetics will look no different from competitors, while its true strengths are overlooked.
Filming on the construction site: what to prepare
The Fortek Acotec film was shot at a construction site, the most challenging setting for a film crew to control. There were four things that needed to be agreed upon with the contractor beforehand.
- Construction schedule for the project that needs filming. Each installation phase is a one-time event and cannot be re-recorded, so the crew must be present on the exact day and time that the project is being implemented.
- Procedure and safety. Register a list of personnel and equipment, wear safety helmets and reflective vests, and have a site officer accompany you when entering a construction area.
- Machine placement. Conduct a preliminary survey to select an angle that clearly shows the erection process, does not obstruct the construction crew, and is outside the crane's transport area.
- Weather forecast. Outdoor scenes are subject to 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 are primarily used for direct sales and rarely involve mass advertising.
A common scenario: during a meeting with a contractor, the client asks about the installation process, and the employee plays a video on their phone or tablet. Two minutes of footage replaces ten minutes of explanation, and the client sees the actual product installed, not just an illustration.
The other two places where it's used are the product page on the website and the electronic company profile included with the quotation. All three use the same film, so from the scriptwriting stage, it's necessary to consider that the film will still be viewable when the sound is muted.
Lessons learned for the construction materials industry.
Many building material videos are ineffective because they only show the product stationary. From the Fortek Acotec project, the principle learned when making videos introducing wall panel solutions is: if the product's strength lies in its installation or use, the video should show that process, not just the product itself.
Images from the movie
Fortek Acotec concrete wall panel extrusion line
A close-up view of the hollow core of the Acotec precast concrete wall panel.
Identifying the Fortek Acotec brand in the solution introduction video.
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 product's main strengths. If the strength is production capacity and quality control, then the video should be filmed at the factory. If the strength is construction speed or installation method, as in the case of precast wall panels, then the video must be filmed on-site to 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.
Right Media – A specialized media partner for B2B businesses, factories, and industrial parks.
