When gaming hardware giant MSI officially entered the B2B market in 2020 with its “Business and Productivity” series, it marked a significant pivot for the Taiwan-based brand. But 2025 brought a new milestone: the launch of MSI Business’s first-ever brand film – a campaign aimed not just at selling specs, but at elevating how everyday professionals experience their work.
For that, MSI turned to Vantage Pictures, a global production company known for its extensive experience in the tech space. The brief: Develop a brand-forward film that showcases MSI’s expanding range of business PCs without leaning into the product-porn territory that’s so typical of tech. Instead, the focus was on aspirational storytelling across three key sectors: education, retail, and SMB (small-to-medium businesses).
“We knew we had to show the products in use, but we didn’t want to fall into the trap of making this feel like a spec sheet come to life,” says Zacharia Lorenz, co-founder of Vantage Pictures and director of the film. “MSI wanted something grounded, human, and relatable to virtually any market worldwide.”
The campaign consists of a 2.5-minute brand film “Elevate Everyday Work”, along with three 30-second cutdowns tailored to each sector. The story features a fashion entrepreneur in her boutique shop, a middle school teacher shaping young minds, and a cybersecurity analyst protecting critical infrastructure — each storyline subtly interwoven with MSI’s product ecosystem.
Undoubtedly, the biggest production challenge was time. From award to shoot, the team had just two weeks for creative development and pre-production. Scouting for real locations was off the table. Instead, Vantage leaned into Vietnam’s fast-moving art departments and cost-effective build options.
“Set builds are one of Vietnam’s secret weapons,” says Lorenz. “We had three large sets to construct in a single studio space, and our art director Jean Phan turned around visual mockups in under 24 hours. The sets were approved and constructed within just three days.”
The shoot itself was equally intense: 48 shots across two days, all in-studio in Ho Chi Minh City, Vietnam. Director of Photography Tóth Widamon Máté shot largely on steadicam to ensure fluid motion and rapid resets, adding production value without sacrificing speed. And with MSI’s team based in Taiwan, the shoot was entirely remote, with a live-streamed client monitor keeping things seamless across borders.
“Our goal was to create something that didn’t feel rooted in any one region,” Lorenz explains. “The casting, wardrobe, production design — everything had to feel international, while still being doable here in Vietnam.”
The final result is a sleek yet warm, human-centric brand film that communicates MSI’s business-to-business identity without losing the high-gloss confidence the brand is known for in its gaming line. It’s a strong signal that MSI isn’t just stepping into the business world — it’s moving with style and purpose.
