“THE STORIES OF MSC USA BOOK TOUR PROMO”

MSC (Mediterranean Shipping Company) is the world’s largest international container shipping company. Despite its size, it remains privately owned by its founder, Gianluigi Aponte. Mr. Aponte has cultivated a culture of excellence by emphasizing the critical role employees play in the company’s success.

As part of that philosophy, Mr. Aponte supported a former executive in writing and producing a book detailing MSC’s expansion into the U.S. Once the book was completed, he recognized its value for future generations of employees and arranged for it to be mass-produced and distributed for free. The goal was to share MSC’s humble origins and deepen employees’ understanding of the principles behind the company’s success and growth.

Our team was commissioned by MSC’s New York headquarters to capture the nationwide book tour promoting this significant publication. We traveled to New York, Charleston, Houston, and Chicago to document four large events and the thousands of employees they engaged. The primary objective was to create a video that conveyed the emotional significance and importance of the book to MSC and its employees.

Logistically, this was one of our most ambitious projects. Four cities, four major events, and countless employees—all condensed into a two-minute video. To achieve this, we incorporated a voice-over of the author reading an excerpt from an interview with Mr. Aponte, perfectly encapsulating the book’s intent. To keep the visuals dynamic and engaging, we ensured each city offered a unique perspective, employing techniques like frequent match cuts, varied focal lengths, photography, and creative editing.

The final video received widespread acclaim within the company and was personally praised by Mr. Aponte himself.