Crif Asia
A brand video to ask better questions
CRIF Asia wanted a film that could speak to institutions and business owners - telling the story of a brand built on curiosity and the value of courageous questioning in a world saturated with AI-driven answers.
What we did
Concept
Screen writing
Direction
Script
The video needed to deliver this (slightly provocative) message while preserving the brand’s strong reputation for reliability - speaking to highly institutional clients without losing impact or clarity. We conceptualized, wrote, produced, directed, and edited a high-impact brand film across more than 13,000 km, building a creative bridge between Milan and Singapore. Before curiosity, trust was the milestone on which this film was built.
Director
Massimo Casini
Script
Massimo Casini
Saschia Masini
Assistant Director and Editor
Federico Zotti
Producer
Rachele Gatti
Director of Photography
Francesco Terni
Camera Operator
Giuseppe Ceravolo
Camera Assistant
Gianluca Fabbricino
Focus Puller
Daniela Bellu
Sound Technician
Marcello La Fortezza
Make-up Artist
Sabrina Trentini
Lead Actor
Simon Michael Bond
Extras
Adolfo Damian Berdun
Yunis Cuenca
Michele Musicco
Christian Pozzato
Nicola Bellomo
Stefania di Todaro
Antonella Izzo
Shenna De La Cruz
The film is set during an evening business meeting. It features a business leader who breaks the fourth wall to speak directly to the viewer, expressing CRIF’s commitment to the power of good questions.
Answers are no longer enough. What truly makes the difference is learning how to ask better questions — because good questions force us to see things differently, to look beyond appearances, and to think deeper.
