The Plan
A high-end commercial video production for Panasonic & Lufthansa
In the highly competitive space of in-flight entertainment (IFE), capturing the attention of a business traveler at 35,000 feet requires more than just a standard corporate montage. It requires a cinematic commercial that tells a human story.
When tasked with creating a 30-second B2B hero video for Panasonic to air across Lufthansa’s global fleet, the objective was clear: make Panasonic’s sustainable business solutions like hydrogen fuel cells and heat pump technology feel dynamic, modern, and emotionally engaging. It needed to serve as an extension of their European sustainability campaign, “The Plan“. As a trusted commercial video production partner, we knew we had to deliver a premium, TVC-level execution.
The Challenge
The project came with a formidable set of constraints. We had a punishing two-to-three-week production window falling right over the Christmas holidays. Because of the tight turnaround and budget, the initial brief assumed we would rely entirely on repurposing existing stock and case-study footage.
However, we knew that a patchwork of stock clips wouldn’t hit the “confident and optimistic” European tone the brand required. Brands come to us for premium execution, so we pitched an ambitious pivot: a full-scale, live-action commercial shoot inside an active Panasonic facility to capture bespoke, high-end visuals.
The Production
Pulling off a live-action factory shoot on a highly compressed timeline requires operating at the highest tier of commercial filmmaking. We rapidly assembled a top-tier commercial video crew – including a Director of Photography, 1st AC, Gaffer, Spark, Producer, and Director.
To give the film true commercial polish, we shot exclusively on the ARRI Amira. We brought in heavy-duty lighting packages, utilising ARRI SkyPanels to beautifully sculpt the light within the vast, industrial service centres.
We focused on grounding the technology in human moments. Following our meticulously planned storyboard, we captured everything from the cold, crisp morning silhouette of a worker starting their day, to the macro, intricate details of PMUK machines and Toughbooks in action. By shaping the light and prioritising in-camera precision, we gave the footage a rich, cinematic depth that visually communicated Panasonic’s top-tier brand authority.
The Workflow
Producing a European commercial for a global brand means navigating complex stakeholder webs. To make sure that we hit our challenging deadline, our team worked extensively over the Christmas period so we had ample time to action all the moving parts throughout the production.
We established a clear line of communication with all the various parties involved, holding critical alignment meetings with both Panasonic Europe and Panasonic Japan. It might feel a bit overkill, but it’s really important that everyone is on the same page – especially when there’s a lot at stake!
Post-Production
IWe cut the 30-second spot in Adobe Premiere Pro, utilising dynamic match-on-action cuts to create a brisk, engaging pace suited for a semi-relaxed airline passenger. There was no wasted time; the edit was designed to spark a sense of curiosity immediately.
We then took the picture lock into our DaVinci Resolve suite, applying a premium colour grade to give the scenes a dark and moody aesthetic, which leans into both the practical nature of filming during a wintery December (i.e. we have little to no sun, so why not lean into it?), as well as artistically – using heat pump and hydrogen fuel cell technology when it’s needed most in the winter. Finally, to meet Lufthansa’s strict IFE broadcast specifications, we localised the master with a compelling English voiceover and precise German subtitles.
Finally, we integrated a clear Call-to-Action (panasonic.com/plan) to ensure the 30-second spot actively drove mental availability and traffic back to the campaign’s central hub.
The Result
The final film was a resounding success. By pushing for a bespoke live-action approach rather than settling for stock, we delivered a visually dynamic commercial that left the client thrilled.
The video successfully cleared airline vetting and is now live across multiple Lufthansa flights across Europe.
Looking for a reliable production partner for your next campaign?
For ad agencies and brands seeking a TVC production company capable of executing high-end, live-action commercials under extreme constraints, we deliver cinematic quality without the stress. Get in touch.