#AOTYAwards spills: electriclimefilms brings on the sparks in production

#AOTYAwards spills: electriclimefilms brings on the sparks in production

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Boutique film production house electriclimefilms has impressed the judges at Agency of the Year 2020 and won the bronze award for the category "Video/Production company of the year". 

Established in 2010 with offices in Singapore, Dubai, and Sydney, electriclimefilms was first started to put an element of art into commercial film, and create confidence and trust with clients at every possible touch point. This ranges from the aroma when a person walks into the office to the colour-coded apparel on-set. This mission remains strong in the agency, even as the creative industry changes drastically over the past five years and digitalisation and technology become major growth drivers in the industry.

Read on to find out more about electriclimfilms' efforts throughout the year, as well as some upcoming trends in the production scene. 

This interview is done as part of MARKETING-INTERACTIVE’s winners and finalists’ interview series. To find out more about the awards, click here.

What are some of the expectations your consumers now have for your brand?

Our company culture is based on openness, trust, learning and development, all of which can be expected of in projects. As a company we are constantly evolving, from our processes to strategy and direction — being agile and having the ability to evolve in this environment is vital for survival.

The market has evolved significantly over the past five years, in size, in creativity and in quality.  In general, digitalisation and technology has been the major growth drivers in our industry. We have witnessed a transformation of the media sector from TV, increased out of home (OOH) spaces to online streaming and multifaceted digital platforms. Clients now expect multiple outputs at a high quality as a standard. So in the past, we may have been briefed in for a hero TVC, however now we are delivering high-end content in various ratios, formats and durations to meet the transformation of how media is consumed. As clients need to be communicating to their customers more frequently, timelines are even tighter. With that, we often work across our different offices and timezones (Dubai/Singapore/Sydney) to deliver quickly and more efficiently.

However one aspect that remains the same is our branding — an integral part of our identity that reflects our character and mission. electriclimefilms was established to put an element of art into commercial film, and create confidence and trust with clients at every possible touch point; from the aroma when you walk into the office to the colour coded apparel on-set.

Additionally, we continue to recognise the need for an eco-conscious film industry. As a communicator of brands, it’s important to have strong ethics and morals; to be a good representative in more ways than one. In tackling global environmental threats, we have integrated a commitment towards sustainability within our company values. Our solutions included transitioning to greener offices, adopting zero-waste and carbon-neutral initiatives, and creating more sustainable film production sets. Subsequently, encouraging others within the community to follow suit and drive a cultural change together.

How has your marketing/your clients marketing plans shifted this year?

We constantly strive to create the best quality work, as what we produce reflects who we are. Earlier this year, we began actively searching for and connecting with both people and agencies that shared our creative goals; similar mindsets on messaging and its purpose that intertwines suitably with ours. That also meant moulding strategies to cater to different specific markets amongst Singapore, Dubai and Sydney. By establishing relationships with clients with the same mission and aim to convey messages that we all stand for, it leads to collaborative experiences in creating meaningful, impactful and quality work.

What are some of the trends you see carrying on post-pandemic, and how are you readying your workforce to be ready with these trends?

Live streaming has been a great success! It enabled key stakeholders on shoots to monitor and comment on remote filming without being physically present. Without the need to travel, it’s also freed up a lot of dedicated time for some agency personnel to focus on multiple projects. Same goes for offline/online/colour sessions, which can definitely be done remotely yet still interactive. For instance, we can run a session from our Dubai office to someone in Singapore, or even to clients globally. Overall, it has increased team efficiency and reduced costs.

Working from home in these trying times has also been a success. From the comfort of their homes, our staff were able to remain passionate at work and what they love doing with little to no discouragement. Instead, we saw an increase in productivity and a communicative, happy workforce. Moving past the pandemic and forward, we’re more than happy to continue adapting and bettering our systems.

What do you think makes for great marketing these days?

My love for advertising stems from filmmaking and craft. So, personally, I love authentic and genuine storytelling that the masses can relate to. Such as the Volvo ‘Human Made Stories’ series, where the stories of innovation in various characters' lives played on the Volvo brand being forward thinking and innovative.

However, that being said, some of my favourite campaigns and brands can be simple, snappy and impactful, one of my favorites being director Ali Ali’s Panda Cheese spots with Elephant Cairo and director Jonathan Glazer’s work on Guinness and Stella Artois.

To put quite simply, good marketing in a brand is consistency with strong, clear messaging.  

How are you planning for 2021?

The people make our business, and we would not be where we are without the contributions from the team we have. We certainly hope to build on this and attract more fresh talent to our team. Moreover, with our newly opened Office and Studio in Australia this year, we’re excited to work with the abundance of talented creatives there and explore fresh new ideas together.

Other than having a strong regional presence, we also love location filming. Once borders reopen and when it’s safe to travel, we’re looking forward to resume searching for new overseas locations that can compliment creative ideas and briefs.

Our director roster continues to grow with young, fresh and creative talents of diverse artistic disciplines — it's in our plans to maintain this build and offer new options to our advertising partners. To conclude, we plan to put out more artistic commercials and make a bigger, distinct mark in advertising as a boutique film house.

The writer is Michael Ahmadzadeh, executive producer and partner.

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