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Agency production / Public-sector communications
Lucheng Urban Management
A client film about the people behind public service, built around real working scenes and interviews. My work covered creative direction, scripting and production coordination.
Watch the work ↘- Client
- Lucheng District Urban Management
- Period
- Employment: Jul 2022–Jul 2023
- My role
- Creative direction / Script / Production coordination
- Production
- Chime In Easily (Yipaijihe Media)
01 / The brief
Make public-service work understandable.
The project needed to communicate the value of urban management work. Real locations and interviews provided a way to show daily responsibilities through people and specific working scenes.
02 / My contribution
From the client brief to production delivery.
- Developed the creative direction, script, voiceover and storyboards.
- Coordinated production and client communication through delivery.
- Worked with the filming and post-production team.
Agency project produced during my role at Chime In Easily. Official company title: General Manager. The credits above describe my contribution to this film.
03 / Strategy & execution
Use real work as the structure.
People and locations
Build the film around working environments and interviews, connecting the public-service message with people doing the work.
Script and voiceover
Use the script and voiceover to connect individual scenes into a coherent account of public service.
Client coordination
Carry creative decisions through production, feedback and final delivery with the client and production team.
04 / Outcomes in context
What the project delivered.
Likes & reposts
Reported platform interactions for the project.
Estimated city-screen reach
Offline distribution estimate, separate from online views.
Online platform views and estimated offline screen reach are reported separately.
05 / Selected creative work
See the finished work.
Original film. English context, decisions and role credits are provided above.
Open original video ↗