Changgou Brand Emotional Ad Production

Changgou wanted to speak to urban consumers aged 18 to 28 with a light, warm, city-life tone, and the brief centered on companionship and sharing rather than any single product. We set the story in a modern mall: a young couple walking side by side, talking naturally, glass storefront reflections adding depth to the frame. No product close-ups anywhere; the brand atmosphere and the couple’s ease carry the message.

Creative Concept

A brand ad works on emotional recall rather than product display, so the strategy was urban daily life plus couple interaction. Two young people walk a bright mall corridor, chat, glance over, and smile; the glass storefronts double the frame with reflections. Because nothing is pushed at the camera, viewers project their own lives onto the pair and attach that warmth to the brand. For a lifestyle label courting 18 to 28 year olds, that fit the buyer: the feeling is the product.

Production

We shot on a Sony A7S3 with the FE 35mm F1.4 GM at 4K 25fps, the camera riding a DJI RS3 gimbal for tracking shots that keep pace with the couple. Ambient mall light did most of the work, with an Aputure 300D II at CRI 97 or higher lifting faces where corridors fell dark. The 35mm at F1.4 gave shallow depth that softened background shoppers into shapes. Premiere Pro handled the edit, DaVinci Resolve the grade, and After Effects the motion graphics. Delivery was MP4 in H.264 and H.265 plus a ProRes 422 master.

Production Challenges

1. Mall foot traffic is uncontrollable. We shot in off-peak windows, before 10 in the morning or after 9 at night, and agreed a cleared zone with mall management in advance. Shallow depth of field turned the remaining background pedestrians into soft shapes, so the couple stayed the only sharp subject in frame.

2. Glass reflections kept shifting angle. We scouted the corridor beforehand and logged where the reflections sat, then placed the camera so the couple and their mirror image formed a symmetric composition. Leftover visual clutter inside the reflections was cleaned out in post, frame by frame where needed.

3. Natural walking looks performed the moment actors try. The actors rehearsed the route until it felt routine, and we rolled three to five takes and kept the most relaxed one. The director never called action; each take began mid-conversation, which stripped the self-consciousness out of the walking and the glances.

Deliverable Specifications

Where the Film Lives

The 36 second horizontal master runs on the Changgou brand website homepage, in-store television screens, mall advertising screens, and as the opener at brand events. The 15 second vertical cut feeds Douyin in-feed ads, WeChat Channels promotion, a pinned post on the Xiaohongshu (RED) brand account, and WeChat Moments ads. Selected key frames also serve as brand posters and social media images.

People forget the product shot and remember how the brand made them feel. City location, natural interaction, shallow depth: a classic recipe, but it works only if you keep the performance honest and the background under control. — Garbo, Director of Photography

Frequently Asked Questions

How long does a brand ad like this take?

On this project, script discussion and casting confirmation took 3 business days, the location shoot 1 day, and editing with grading 3 business days, for 7 business days total. Expedited schedules can compress that to 4 business days; confirm availability with our team before booking.

How much does a brand emotional ad cost?

Brand ads are quoted per project based on production scale and length. We itemize the estimate from your brief: script development, cast, location fees, shoot days, edit, grade, and music. Share your brief through our contact page and we return a line-item quote before any commitment.

What should we provide before shooting?

Your brand VI specifications, target audience profile, tone references such as ads you like, and a list of elements to avoid. If you have a physical store or product, site photos help us plan scenes. Wardrobe for the cast should be confirmed or supplied by you.

Who writes the script, and how many revisions are included?

Our planning team writes the first draft, and your feedback is folded in over 2 free revision rounds; further rounds are priced by scope. Lock the emotional tone and narrative rhythm at script stage, because reshooting after production always costs more than rewriting before it.

Can you shoot at a location we choose?

Yes. Beyond malls we shoot cafes, parks, streets, and offices, subject to venue permission and filming permits. Travel and location fees are billed at cost. We recommend scouting 3 days ahead to confirm camera positions and light before the shoot day.

Can our product appear in the film?

Yes. Product woven naturally into the scene, held in hand, set on a table, placed in the background, is standard practice and reads far better than a hard close-up. Screen time and angles for the product are fixed at script stage so the placement never feels forced.

What formats do you deliver, and for which platforms?

Standard delivery is MP4 in H.265. The 16:9 master suits websites, store TVs, and ad screens; the 9:16 vertical fits Douyin and WeChat Channels; a 1:1 square covers Xiaohongshu and WeChat Moments. A ProRes 422 MOV master is available for future re-editing.

Who handles music licensing?

We select from a licensed music library with commercial rights, and that cost sits inside the quote. If you want a specific commercial track, you would secure that license yourself or we replace it with a library track in the same style. Fonts, footage, and effects follow the same licensed-library rule.

Can the schedule be expedited?

Yes. The standard cycle here is 7 business days, and an expedited path compresses it to 4. Expediting depends on crew and location availability, so confirm scheduling and any rush fees with our team as early as possible.

How do remote clients work with you?

The whole workflow runs online: scripts are co-edited in shared documents, casting and scene plans are confirmed over video calls, and finals are delivered by cloud transfer. Roughly 30 percent of our clients are outside Guangzhou, and the remote process is well practiced.