Beyond the product
Henkel wanted a brand film that showed the technical support, testing and customer partnerships behind LOCTITE’s adhesive products. Beyond the Bond brings together specialists and customers to explain how they work together, with footage from workshops, laboratories and motorsport providing context for their accounts.
The challenge
Making a technical brand story feel human
Industrial adhesive technology is highly specialised. It can involve chemistry, engineering, testing, product validation and detailed application requirements. But the film still needed to be understandable to viewers who do not work with industrial adhesives.
Viewers needed to understand the engineering work through the people involved: what customers were trying to achieve and how the specialists helped them address those requirements.
Rather than listing product features or explaining adhesive performance in isolation, the film needed to show what LOCTITE makes possible. That meant focusing on real-world outcomes: race cars prepared for extreme conditions, manufacturing teams supported by technical experts, and customers who rely on LOCTITE to help solve practical engineering problems.
The approach
The bond was only the beginning
Dream Engine developed the film around a simple idea: the bond is only the beginning.
The production combined client testimonials, workshop footage, laboratory scenes and motorsport visuals to create a broader picture of the LOCTITE brand. The story was built around the people who use, support and believe in the products.
Rather than relying on a single narrator, the film uses multiple voices to explain what Beyond the Bond means in practice. LOCTITE specialists speak about testing, validation, innovation and customer problem-solving. Customers and partners speak about reliability, service and trust.
A visual anchor
Using motorsport to demonstrate reliability
Motorsport gave viewers a setting for the interviews about reliability. The cars, components and preparation work helped show the conditions LOCTITE’s customers were describing.
The film references demanding race conditions, including endurance racing at Bathurst, where cars are pushed through long distances, high temperatures and intense mechanical stress.
The motorsport sequences give context to the interviews about reliability. Viewers can see the race environment while specialists and partners explain why preparation, testing and technical support matter to their work.
Where it fits
A film Henkel can use across the business
Henkel can use the film to introduce LOCTITE’s technical support and customer relationships in presentations, at events and online.
Technical viewers can hear about testing and product applications, while people less familiar with adhesives can follow the customer examples.
The mix of customer and specialist interviews lets viewers hear both sides of the working relationship. Workshop and laboratory footage connects those accounts to the testing and application work described.
- Customer presentations
- Sales conversations
- Industry events
- Digital marketing
- Internal communications
Client perspective
What Henkel says about working with Dream Engine
Working with Ryan and the team at Dream Engine was a fantastic experience. They were incredibly supportive from pre-production through to post-production, ensuring everything ran smoothly on the shoot day. The final video they delivered was excellent, and we’ve received lots of positive feedback on it. We would happily collaborate with Dream Engine again!
Why it worked
Finding the story behind the technology
Industrial products can be difficult to communicate visually because much of their value is hidden. Adhesives, sealants and technical support often do their job quietly in the background. The creative task was to make that hidden value visible.
By combining customer stories, technical interviews, laboratory footage and motorsport visuals, the film gave viewers a clear sense of what LOCTITE contributes beyond the product itself.
The finished brand film brings those different settings into one account of LOCTITE’s work, giving Henkel a way to introduce the people and technical support behind its products.
Planning a film for a technical or industrial brand?
Dream Engine helps manufacturing, engineering and industrial organisations explain complex products, services and technical capabilities through clear, engaging video content.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne video production company established in 2002. Over the past two decades, he’s produced hundreds of videos for businesses, government departments, universities and healthcare organisations across Australia. Ryan specialises in helping organisations explain complex ideas through clear, engaging video content, with particular experience in corporate communications, training and education.
