The brief
Sedlecký kaolin has been mining since 1892 and came to the Karlovy Vary Film Festival 2026 as a partner. It wanted a 30-second spot that connects the quarry with its subsidiary SK Realitní and shows a miner as something other than a company that leaves a hole in the landscape.
What we did
We wrote the concept “Kaolin that makes stories” around a closed loop: kaolin comes out of the deposit, the kaolin becomes porcelain, the reclaimed deposit becomes housing. The quarry, the machinery and the dust stayed in the spot, only in colours that never fall into grey. All AI, from the first shot to the voiceover.
Outcome
Five final versions, Czech and English, with different logo combinations for the parent company and its subsidiary. The spot ran at KVIFF 2026, where Sedlecký kaolin appeared as a festival partner.