Explaining ALDI through the journey of a product.
Internal brand story video concept and art direction for ALDI, using the journey of an apple to explain how different departments shape the business from sourcing to store.
- ClientALDI
- SectorRetail / Internal communication / Corporate
- ScopeConcept development, Art direction, Internal communication, Storytelling, Video concept
- Year2023
ALDI needed a clear and engaging way to explain the function of its headquarters during an internal open door event. The challenge was to translate a complex operational environment into a simple narrative that could connect departments, logistics, and everyday retail reality in a way that employees could immediately understand.
We approached the film as a branded internal story rather than a standard corporate explainer. By using the journey of a single apple as the narrative thread, the video turned operational structure into something concrete, relatable, and memorable. Our role focused on concept development and art direction, helping shape the storytelling logic and visual approach of the film.
- 01concept development.
- 02video storytelling framework.
- 03art direction.
- 04internal communication film concept.
- 05narrative built around the journey of a product through the organisation.
“The result was a more accessible and engaging introduction to ALDI's headquarters and departmental roles, designed to support the open door event experience and help employees understand the broader operational story behind the business.”
