RS Group

The Next Legacy

A new brand film for Thailand's leading entertainment and commerce group.

#BrandStories

#Repositioning

#PRActivation

+Brief

Reposition an iconic 40-year-old entertainment company evolving into a new e-commerce phase and peerless business model.

+Strategy

RS Group has always been a trailblazer, evolving ahead of times. Famously known as an entertainment giant producing trendsetting music, movies, TV series, sports programs — and owning its own platforms — it wasn’t well understood when RS entered the e-commerce business and began producing its own lifestyle and beauty products, selling directly to consumers. RS Group needed to communicate this evolution to the public, share and stakeholders. Tseser had to create a repositioning brand film that felt honest, human, real with a balance between engaging storytelling and educating target audiences, to make them feel inspired and convinced by the company’s future direction.

+Solution

RS Group contains many companies under its group umbrella, making it crucial to place them into a cohesive narrative highlighting their synergies and combined value. The brand film utilised clearly developed story arcs to help audiences feel as well as understand the company’s evolution in convincing terms. These arcs included RS’s legacy; the people & culture; the ‘entertainmerce’ business model; and future visions. To make the reposition feel real and human, we used nostalgic archives and all filming featured people at RS engaged in their diverse work across the company. The style of the brand film followed the modern cinematic tone of the rebranding led by Pentagram.