CKGSB MBA Brand Video
Mandarin Film completed a ‘script to screen’ brand video for Cheung Kong Graduate School of Business ,one of the world’s most pre-eminent business schools. The brief was to produce a branding video for the flagship English MBA Program that could be used for recruitment, events and branding.
A flurry of conference calls, brainstorming meetings and creative incubationresulted in a concept and approach that felt right for the school, striking the best balance between capturing current students, alumni and the mood and tone of the school, whilst showing off the campus and Beijing as a world-class city.
With a string of previously successful collaborations (VIPKID, GoalBlue), Mandarin Film was able to work collaboratively with the CKGSB team to develop a script that highlights all key aspects of the CKGSB MBA program: World-Class Faculty, China Insights, Unrivaled Alumni Network, Global Learning Platform, and Cultivating Future Leaders.
During the two days of filming, the crew managed to film at locations across the city – from an early morning run the corner turret ofForbidden City, to the headquarters of Microsoft, busy intersections and a private gym to Oriental Plaza and downtown Beijing – not to mention the CKGSB campus in Wangfujing.
Mandarin Film was able to work with CKGSB to ‘cast’ a diverse range of faculty, alumni and current students; male and female, Chinese and foreign students. From the carefully cast interviewees we were able to capture a range of great quotes.
One of the key challenges for this project was tight turnaround. After the 2 days of filming, we only have 3 days to work on the first draft. But we managed to work closely with client, to finalize every detail and meet all the requirements.
Most fun part was the boxing scene – current CKGSB student Beth Guo was up for the taskand director Patrick Carr warily got into the ring with her, holding the pads so the cameraman could get the shots as best he could while dodging the punches. A water spray bottle was always close at hand to spritz Beth’s face and torso before the shots as if she was enduring an extra hard workout – in actual fact, she’d have surely finished the fight with Patrick in the first round 😉
The project was delivered on budget, on time. Just a week after being filmed, the video was premiered on the 2020 CKGSB MBA Program Admissions Orientation eventand it was highly acclaimed by clients and audiences present. “Mandarin Film is very professional and easy to work with. We had a great time working with the team and all very excited seeing the final film.” – Susie Zhan, CKGSB
Cheung Kong Graduate School of Business (CKGSB),is a private, non-profit, independent educational institution and the only business school in China with faculty governance. Established in 2002, CKGSB is now considered one of the major graduate business schools in China.
Click here to watch the video