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How to translate CGTN's internationality and share its unique point of view
Our challenge was to come up with a message for CGTN to show the self-conception of the network; now on the world stage. Aiming at a global audience with the Chinese point of view. Our idea was to film a number of different people of different ages and races in familiar scenarios watching the channel on TV or on mobile. From a wider angle we see the actual story to be attached to the protagonists, seeing what the protagonists see. The actual story is always there.
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Framing people and places around the world.
The people in this promotion spot are key to everything and we assembled different ages, varied environment diverse ethnicities. The places deliver a sense of the ordinary everyday while at the same time allow great cinematic angles for the action to unfold.
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Credits
Client CGTN, China Global Television Network • Agency: Flint Skallen / Stefan Mueller
Created and produced by Perfect Accident • Creative Director: Martin Kett • Director: Stuart Rideout • DOP: Dan Holland • Edit: Kathrin Schmoll • Service Production: Green Olive Films • Producer: Simos Manganis • Executive Producer: Maria Kopanou • Executive Producer: Maria Kopanou • Post Production: Perfect Accident • Music: Stephen Arnold Music