Lazada Thailand

Lazada - Last Mile Delivery

Lazada approached us with a clear objective: to create a film that shifts perception. Rather than highlighting logistics technology or promotions, they wanted to tell a more grounded, human story. Our commercial production for Last Mile Delivery centered on one of Lazada Thailand’s own delivery drivers—a man whose daily routine and life experiences offer a deeper look into what the brand means on the ground. This was not a traditional ad. It was designed to be a brand storytelling piece—emotionally driven, personal, and cinematic. The final product was a 2-minute narrative film shot in Bangkok, combining vérité-style documentary footage with stylized commercial framing.

Pre-Production: Story Discovery and Strategic Planning

Our collaboration with Lazada began with a series of creative discovery sessions to define the right narrative. From the beginning, we aligned on the idea of humanizing the brand by focusing on one of the most recognizable—but often overlooked—roles in e-commerce: the delivery driver. Rather than scripting lines, we identified the driver’s real story through interviews and scouting days. Our goal was to build the arc around authenticity, not fiction. Once the subject was confirmed, we built a loose narrative structure that followed a full delivery day—from morning warehouse dispatch in Bangkok to final drop-offs in residential neighborhoods. We developed detailed storyboards and a visual script that balanced realism with cinematic pacing. Every frame was pre-planned to allow for both organic storytelling and precise shot execution. Location planning, permits, talent releases, and contingency routing (for traffic and weather) were all handled in advance to ensure smooth production flow.

Production: Full-Scale Execution in Bangkok

The shoot took place over two full days in Bangkok, with a hybrid crew of commercial production veterans and documentary specialists. We utilized a full-service production setup: line producer, 1st AD, DOP, camera assistants, drone operators, grip & electric team, sound recordist, and a dedicated BTS crew for brand archiving. To capture the scope of a “day in the life,” we used multi-camera setups, including gimbal-stabilized tracking shots inside the vehicle, dynamic handheld scenes, and aerial drone tracking that followed the driver through urban and suburban routes. One of the most technically complex sequences involved a continuous shot that tracked the driver exiting a Lazada distribution center, entering his vehicle, and navigating out into traffic. This required multiple rehearsals, synced crew communication across several units, and adaptive lighting changes. Transitions were carefully planned to link scenes in a natural yet cinematic flow. We favored lens choices and movement that made the viewer feel embedded in the moment without over-stylizing the subject. No actors were used; all shots were filmed with the actual Lazada driver in his real-world route. Rather than scripting lines, we identified the driver’s real story through interviews and scouting days. Our goal was to build the arc around authenticity, not fiction. Once the subject was confirmed, we built a loose narrative structure that followed a full delivery day—from morning warehouse dispatch in Bangkok to final drop-offs in residential neighborhoods. We developed detailed storyboards and a visual script that balanced realism with cinematic pacing. Every frame was pre-planned to allow for both organic storytelling and precise shot execution. Location planning, permits, talent releases, and contingency routing (for traffic and weather) were all handled in advance to ensure smooth production flow.

Post-Production: Editorial, Grade, and Sound Design

In post, the editorial approach focused on tone over tempo. We wanted the pacing to reflect the rhythm of the driver's day: moments of calm, brief rushes of urgency, and reflective narration layered throughout. Our in-house editors handled the full offline and online edit, including motion stabilization, retiming, and match-frame scene transitions. The color grade leaned into soft contrast and a natural color palette, maintaining Bangkok’s real-world textures while applying a commercial polish. LUTs were customized to balance indoor fluorescent lighting (in the warehouse) with warm daylight scenes on the road. Sound design played a critical role in anchoring the emotional tone. We built a layered audio environment from the ground up—street ambience, engine hum, natural reverb in alleys—all tied together by a custom-composed score that evolved as the story progressed. Voiceover was recorded in-studio with the subject to preserve authenticity and remove ambient interference. Rather than scripting lines, we identified the driver’s real story through interviews and scouting days. Our goal was to build the arc around authenticity, not fiction. Once the subject was confirmed, we built a loose narrative structure that followed a full delivery day—from morning warehouse dispatch in Bangkok to final drop-offs in residential neighborhoods. We developed detailed storyboards and a visual script that balanced realism with cinematic pacing. Every frame was pre-planned to allow for both organic storytelling and precise shot execution. Location planning, permits, talent releases, and contingency routing (for traffic and weather) were all handled in advance to ensure smooth production flow.

Post-Production: Editorial, Grade, and Sound Design

In post, the editorial approach focused on tone over tempo. We wanted the pacing to reflect the rhythm of the driver's day: moments of calm, brief rushes of urgency, and reflective narration layered throughout. Our in-house editors handled the full offline and online edit, including motion stabilization, retiming, and match-frame scene transitions. The color grade leaned into soft contrast and a natural color palette, maintaining Bangkok’s real-world textures while applying a commercial polish. LUTs were customized to balance indoor fluorescent lighting (in the warehouse) with warm daylight scenes on the road. Sound design played a critical role in anchoring the emotional tone. We built a layered audio environment from the ground up—street ambience, engine hum, natural reverb in alleys—all tied together by a custom-composed score that evolved as the story progressed. Voiceover was recorded in-studio with the subject to preserve authenticity and remove ambient interference. Rather than scripting lines, we identified the driver’s real story through interviews and scouting days. Our goal was to build the arc around authenticity, not fiction. Once the subject was confirmed, we built a loose narrative structure that followed a full delivery day—from morning warehouse dispatch in Bangkok to final drop-offs in residential neighborhoods. We developed detailed storyboards and a visual script that balanced realism with cinematic pacing. Every frame was pre-planned to allow for both organic storytelling and precise shot execution. Location planning, permits, talent releases, and contingency routing (for traffic and weather) were all handled in advance to ensure smooth production flow.