Beyond the product
LOCTITE is one of the world’s most recognised adhesive technology brands. But for Henkel, the story was never just about the products on the shelf. It was about the technical support, testing, innovation and customer partnerships behind the brand.
Beyond the Bond was created to show that deeper story. The film explores how LOCTITE helps customers solve engineering challenges, improve reliability and build better manufacturing outcomes across a wide range of industrial applications.
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 engaging, accessible and emotionally compelling.
The challenge was to make a technical brand story feel human.
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 but powerful 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 provided a strong visual and narrative anchor for the film. Race environments place enormous pressure on materials, components and preparation processes. This made them an ideal way to demonstrate product reliability in a setting that is easy for viewers to understand.
The film references demanding race conditions, including endurance racing at Bathurst, where cars are pushed through long distances, high temperatures and intense mechanical stress. This helped bring the LOCTITE story to life in a way that felt tangible and memorable.
Instead of simply saying the products are reliable, the film shows what reliability means when performance matters.
Where it fits
A film Henkel can use across the business
The finished film gives Henkel a high-quality brand film that can be used across customer presentations, sales conversations, industry events, digital marketing and internal communications.
It explains LOCTITE’s value in a way that is both credible and engaging. For technical audiences, it demonstrates expertise and application knowledge. For broader business audiences, it communicates reliability, partnership and innovation.
Most importantly, the film makes an industrial brand feel human. It shows the people, relationships and problem-solving mindset behind the products.
- 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 result is a brand film that feels polished, credible and purposeful without becoming overly corporate or technical.
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.
