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“Achieving result-driven corporate video for MST Golf’s IPO.”
Working with a proactive client who is invested in achieving a common goal can lead to amazing outcomes. This was the case when we had the pleasure of working with 
. They tasked us with creating a corporate video for their upcoming IPO, and we knew we were working with a client who was passionate about their brand, values, and mission. In this blog post, we’ll share our experience and insights on how to effectively collaborate with clients to achieve a shared vision.
WHAT HAVE WE ACHIEVED?
Helping our clients achieve their goals has always been our top priority. After checking in with our client following the submission of the video, we learned that we have successfully achieved the following:
1. The video effectively summarized MST Golf’s brand, history, achievements, values, mission, and vision, allowing them to shorten their company background presentation slides by about 15 pages during their pitching session. This enabled MST Golf to focus and engage their potential investors’ attention on their future plans and the rest of the presentation.
2. The video’s visuals also gave potential investors a comprehensive look at their assets without requiring them to present in person. This helped to garner the interest of potential investors, who were eager to visit MST Golf’s premises. As a result, we helped MST Golf to attract more investors when they brought them on a tour of their premises and gave them a chance to experience golf in the Golf Arena, which ultimately won some investors’ hearts.
3. The video also served as an extensive tool for MST Golf to showcase their company outside of the pitch. MST Golf sent the video to potential investors through online means and attracted some unexpected investors.
CLIENT PROFILE
Established in 1989, MST Golf is a leading golf retail and service provider in Southeast Asia.
With 30 years of experience, it operates over 40 retail stores, serves clients in several countries, and offers world-class golf-related businesses such as academies and tournament management. MST Golf has a solid reputation in the global golf industry and aims to promote the game, sustainability initiatives, and expand its operations.
THE BRIEF
We were tasked to create a corporate video for MST Golf’s upcoming IPO. The video serves as an essential tool to highlight MST Golf’s brand, history, achievements, and future plans to potential investors, while accurately representing the company’s values, mission, and vision. Our client instructed us to make this video orient towards younger audiences and avoid traditional corporate video presentations.
THE FIRST FEW PITCHES
In the first few pitches, we proposed an idea combining the aesthetics of a fast-paced, young audience-oriented, energetic sportswear commercial with laconic captions to present the video.
After reviewing the client’s company profile, we proposed a screenplay to communicate what we were trying to achieve. We summarised what we deemed necessary and put it into proposal shots by shots.
The idea was well-received, but concerns were raised whether it could properly present the company’s message through all the fast-paced sequences. Not only that, but it would also sacrifice the readability of the captions if we went with the fast-paced approach. However, the client wanted the video to be around 2 and a half minutes long.
We then suggested a voice-over solution to counter the issues. We presented an energetic, young, and playful female voice talent. However, the client stated that voice-over wasn’t an option because they needed to present verbally during the IPO session. Hence, they insisted on presenting the video solely through visuals and captions.
Now, energetic + fast-paced + ‘un-oldschool-fied’ + long and clear captions… The struggle was real.
Rather than struggling and not moving forward, we proceeded to make a pre-vis using materials recorded during recce. We made our pre-vis based on the information video by Fraser’s Group. We brought something out to be discussed with the client and cleared up any confusion between both parties.
Eventually, we succeeded in better communicating efficiently with the client about what feels right and wrong through the pre-vis. We went back and forth a few times to get the captions right with the client. Ultimately, we settled on a version that best fulfilled the client’s requirements. Thus, to fully accommodate the captions and highlight the company’s background, we decided to do a message-driven corporate video presented with cinematic visuals.
HOW WE DO IT?
After a few pre-vis sessions, we decided on the following things:
a. A constant tempo music would help segmentize the flow of the video without fondling the audience’s emotions.
b. We rearranged the script to better suit the segmentation of the points clearly so that the message could follow the ‘hero journey’, such as Intro -> Achievement -> Hope to achieve in the near future -> Strong emphasis on mission and value to reinforce the message and end the video on a high note.
c. We narrowed down unnecessary captions to accommodate the video better.
d. We combined some of the points into the same segment (e.g. Golf Lab and Golf Tech) for faster coherence and well-balanced pacing.
e. We completed some “missing” shots that weren’t planned earlier and decided what can/cannot be reenacted for the corporate video (well, the production side of things).
TECHNICAL APPROACH
1. Decision to use company staff as talent instead of hiring professional talent: MST Golf is committed to investing in their staff’s development, so to align with the company’s values and beliefs, we decided to feature their staff as the stars of the video to showcase their professionalism and capabilities. Not only that, but it also helped us to capture natural aesthetics and achieve better results for the camera as the actors/staff showcased how they carry out their daily work naturally in front of the camera. Additionally, we suggested creating a quick-cut compilation of profile shots of staff according to their department to convey the message that a well-functioning company is a result of good teamwork of passionate and professional staff, which aligns with MST Golf’s core values.
2. We used an extreme wide-angle lens to capture all of the 40,000sqft facilities provided by MST Golf. We loaded the camera on a gimbal and walked through the entire store to give audiences the impression of touring the store. We then focused on each section of the store, from storefront, retails, Golf Lab to Golf Arena. We also used a closer lens to highlight some of the brands available in the store, particularly the ones the client has a better partnership with, such as Taylormade, Honma, G3, etc.
3. Upon request, the client wished to showcase the latest products offered by their brand partners. Hence, we included each brand’s commercial in the video for the brand partner section to provide a clear presentation of the brand’s availability. We trimmed every commercial to convey the best image of the brands and to fit the flow of this corporate video.
4. Since Golf Lab and Golf Arena are one-of-a-kind services provided by MST Golf, we shot them cinematically to help MST Golf promote these two services. In Golf Lab, we used low-key lighting to enhance the technological aspect of the facilities, while for Golf Arena, we arranged for talents to have fun within the premises and lit the scenes with a high-key tone to portray a cheerful and exciting vibe to highlight the “fun” aspect customers get to experience in Golf Arena.
5. Reenactment of some B-rolls, such as playing, shopping, dining, driving range, and others, were created to fill up the visual gap. For events, tournaments, and the wholesale section, we documented them outside the shoot dates to capture the realism of these events. We also requested and used some documented photos of past major events hosted by MST Golf so that audiences could have a better view of what they had hosted previously.
6. For the digitalization part, we initially shot it with a person scrolling the app, but the client gave us feedback that it was hard to focus and look at what was on the screen. Hence, we opted for a CGI solution, which worked better to clear out what is nuanced to see in the frame. Through the use of CGI, we could effectively show the many functions of the app with clarity within a 5-second scene.
7. Sustainability was a tricky part because MST Golf defines sustainability beyond recycling efforts. MST Golf envisioned sustainability as balancing the needs of the environment, people, the game, and the businesses. Eventually, we came up with the idea of passing a golf ball from an adult to a child from a golf course to an indoor golf simulator. This signifies the passing of a generation through sustainable means and evolution of the business and game. The client liked the idea, so we got the following shot:
We are deeply grateful to share the successful outcomes achieved through our collaboration with a proactive client such as MST Golf, whom has demonstrated a remarkable level of care and passion towards their goal. Our corporate video effectively summarized their brand, history, and values, allowing them to condense their presentation by 15 pages and engage investors during their pitch. The visuals showcased MST Golf’s assets, generating interest and attracting more investors to visit their premises. Additionally, the video served as a powerful tool for MST Golf to showcase their company online, attracting unexpected investors. We also created an introductory video and compiled shots for their webpage banner. This collaboration exemplifies the effectiveness of working together to achieve remarkable outcomes and it was only possible because MST Golf had actively engaged during the process. We had many exchanges during the process, and we successfully overcome those issues by providing refined solution because MST has been proactively working closely with us. It is a testament to the power of collaboration and the importance of mutual dedication that led us here. Ultimately, we firmly believe that good work should always be a two-way street, where both parties invest their expertise, time, and enthusiasm to achieve outstanding outcomes. Overall, it is a delightful experience working with them and we hope there are more to come, whenever it is with MST Golf or with you who are reading this.
Additionally, we also made a brief introductory video for MST Golf based on this corporate video and we’ve compiled some of the shots for their webpage banner (visit https://www.mstgolfgroup.com/ ). It’s a pleasant experience working with them and we are extremely blessed to have proactive client who are committed to work together.
Please do not hesitate to contact us and we could discuss more regarding your next project!
By
Wilson Foo
Executive Producer of MST Corporate Video
(Behind-the-Scenes)
(Director’s Cut)
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