The making of the corporate movie
ArcelorMittal’s bold new corporate movie has been winning audiences around the world. Filmed on location in Singapore and South Africa, it highlights the values behind the new brand.
As Lakshmi Mittal said at the Leadership Conference in Cannes where the new corporate movie was first revealed, “Steel is the best material in the world for many of the things we want to do as human beings.”
The movie, whose theme is transforming tomorrow, takes a unique perspective on how ArcelorMittal and steel can transform lives, for example by enabling sky scrapers to be built or by filling up a classroom in a third world country with the equipment needed.
The movie stars mostly ArcelorMittal employees, some who saw the logo for the first time and had to swear they would not reveal it!
The movie shows ArcelorMittal’s ambition in their industrial context and forms part of their multimedia strategy.
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