Zooming in on Alba's growth

Alba's position as the first aluminium smelter in the Middle East that pioneered the growth of the industry in the region in 1971 provided the main focus of Alba's newly-launched corporate video.

The video also turns the spotlight on Alba's award-winning safety and environmental commitments, provides an overview of Alba's operations, showcases its state-of-the-art production processes, and highlights the key role played by the workforce in raising the company's profile across diverse international markets.

A separate video has also been produced to cater to the requirements of audiences attending local, regional and international trade fairs.

"Alba's new corporate video presents another opportunity for the company to engage with audiences across the world, and provide information on the scale of operations that have enabled the company to be regarded as one of the top 10 aluminium smelters in the world," said chief executive Laurent Schmitt.

"As a company, we explore a variety of communication platforms in delivering messages to our customers, suppliers and other stakeholders, and we are confident that the corporate video will also succeed in making a mark in enriching Alba's reputation."

The Alba corporate video was produced by an international crew led by Quo Keen, a Bangkok-based advertising agency with offices spread across Asia and Europe.