TurtlePro 2019 Showreel
Immediately when you hear the witty Chinese name of Beijing-based creative production house TurtlePro, your interest is piqued. And only after a few minutes combing through their reel, you’ll want to know even more about them. A short talk with the company’s founder Jett Chen, and the assumption is confirmed: ‘a turtle that runs fast’ is quite an apt metaphor for the attitude that drives this industry latecomer.
TurtlePro’s s founder Jett Chen 陈景杰
With a few exceptions, a production house that has a niche specialization is a rare creature in China. TurtlePro, however, started exactly like that, specializing in fashion and beauty thanks to the background of Jett Chen. Having studied graphic design, he was invited by a mentor to work in the TV industry where he gradually learned the ropes of filmmaking. The work he did at a TV station landed him a spot as a videographer/video editor in a project for VOGUE. Fast-forward several years after the VOGUE project, when Jett worked as an independent director, and he founded TurtlePro in 2014.
“For me, the name has two layers of meaning: first, this animal is a powerful symbol of longevity in Chinese culture. It’s also our take of the centuries-old fable about the tortoise that went into a race with the hare, and won because it persisted”.
In other words, from the get-go, TurtlePro sends a message that even though they have arrived relatively late, they’re here to stay and are determined to run faster. Six years after the start, the including creative directors, EP, line producer, directors, editors, and even a grading colourist. According to Jett, the tight-knit team allows TurtlePro to offer full coverage of workflow, a more efficient level of quality control, and, last but not least, better budget control. With COVID-19 taking a big toll on marketing budgets across industries, this is, perhaps, an ever more relevant point.
“Good work doesn’t necessarily require a lot of people”, Jett says. , growing into a huge production house is not the ultimate goal for TurtlePro. It seems, that pursuing creativity and putting out more quality work that connects with a bigger audience are his primary drivers. But TurtlePro does branch out into different styles with storytelling, creative and even this virus-related works recently.
The team is interested in trying everything they haven’t produced yet: from storytelling to CG-focused films. But to keep their positioning in fashion and beauty world, the company, just last week, called CO4. This younger company has the sole mission to keep creating remarkable and edgy works for fashion and beauty clients. Only one month after the initial idea for sub-brand was born, Jett has it up and ready to go. It’s not that in China companies have to rush into things, but as experience shows, agility and quick decision-making are crucial for success in this tough and competitive market.
And while TurtlePro can already boast of a versatile portfolio with distinctive commercial films for national and global brands spanning various industries, when asked about their favorite projects, Jett Chen humbly says “I am certain that our best work is still to come”.