GlobalLogic
Fortech Brand Transition | Future is unknown.
Fortech. From a gas station. To a small apartment. To GlobalLogic.
We documented the story of how Fortech started and where it stands now, as it has transformed into GlobalLogic. A story about changes. People. And the mystery of the unknown future.
Context
Once upon a time, there was Fortech. A local software engineering company that took a bold and bigger approach by turning into GlobalLogic in Romania. Keeping in mind our previous campaigns (Craft & Grow. Together / Stories Of Craft) , they called us right away. They wanted to share the news with everyone, with a focus on the internal community. They needed a creative, based-on storytelling video.
Find the box
Despite all changes, the company values remained the same. The people were the same. With core memories forever kept in minds and hearts.
The client wanted to show that despite the unpredictable future, they are ready. Ready to be here and embrace the future as a whole, as a team. Ready to be bolder than ever.
Break the box
In the research process, we discovered that the future is not the main character. But the people. So we decided that an emotional, human-centered approach was needed.
This is where a trip down to memory lane begins. We called the very first founders and invited them on set. We searched for old footage. For the very first idea of a company. As you can guess, everyone got emotional.
Then, we shot the missing pieces - the present, office vibe - with the internal community. In the end, we mixed all of them in a nostalgic and authentic way.
Rethink the box
Their story needed to be told in a personal way. In an organic, raw, documentary-like point of view.
We went for a poetic and abstract style of shots. Human touch and personal close-ups. Informative voice over that takes you back in time. We filmed with real people, real employers. In order to connect all the pieces and keep the documentary feeling, we had an old film camera on set, passing by every person, as a leitmotif that merges the past and the present.
Extras to consider
This wasn’t just a video campaign. But an actual cinematic experience that shows you the evolution of the company.
GlobalLogic also documented this brand transition process on their blog.
Results
The video campaign reached almost 500K views (Youtube + Facebook + Instagram) in three weeks after publishing.
The initial company was founded by a bunch of friends. Creative, optimistic and out of the box people, just like us. That’s why we had a powerful first connection with their story.
It was easy to work with our friends from Fortech (GL). The collaboration went smoothly.
Not only Fortech transformed into something new. We also had to adapt and come up with minimalist production ideas. We filmed everything by hand, in a run & gun mood. We told the story in an intimate way, and I guess that's why this is one of my favorite projects so far.
The video has the perfect narrative for Fortech GL.
Being part of the latest campaign celebrating Fortech becoming GlobalLogic is genuinely cool. It wasn’t especially challenging, but dressing up and seeing the film crew do their thing made it special. It’s the third video campaign I’ve been involved in the past 3 years. But this time, with less makeup, everything felt more real somehow. Overall, the experience was grounded and felt more aligned with the message I personally like to see.
- Vlad Cupșa, Executive Producer
- Marius Mariș, Creative Director
- Carmin Moldovan , DOP
- Andrei Nicula, 1st camera & gaffer
- Andrei Bradu, Grip & BTS
- Gabriel Aldea-Turcu, Photographer
- Ruxandra Staicu, Color grading
- Enache Cezar, Mix & master sound
- Adrian Cucu, VO
- Loredana Lupea, Make-up artist
- Ana Cojuhari, Country Marketing Manager
- Ramona Kulcsar, Lead Specialist - Marketing