ElephantStone Inc., a PRIDING COMPANY that creates pride for people, companies, and communities through video, has released a new branding movie to mark its 15th anniversary. The film applies the methodology of the company’s flagship service, ROOT, to ElephantStone itself. Music production was handled by Cornelius, the artist project of Keigo Oyamada, who is highly regarded in Japan and internationally. All ElephantStone employees took part in the planning, filming, and editing process. ElephantStone’s corporate slogan is “Katachizukuru, Migaku, Kagayakaseru. MAKE YOUR HEART SHINE.” The company has made it its mission to create “pride” for companies and people through video production. This branding movie embodies the philosophy of ROOT by involving not just a small project team, but every employee in every stage of the production process. ROOT is a branding method developed from ElephantStone’s long experience in video production. Rather than having a production company lead the entire process unilaterally, ROOT begins by uncovering a client’s values, organizational DNA, and strengths through interviews, surveys, and workshops using ElephantStone’s original board game, THE KACHINKO. Clients then participate in the video production process as members of the team. ROOT aims not only to produce a video, but also to help employees rediscover their company’s appeal and strengths, allowing pride to emerge throughout the organization. For this branding movie, ElephantStone applied ROOT’s workshop method to itself. All employees participated in THE KACHINKO, a board game for exploring values, and discussed what is needed for ElephantStone to embody its MVV: mission, values, and vision. Through keyword writing, voting, and discussion, recurring top keywords included “problem solving,” “unity,” “discovery,” “intellectual curiosity,” and “enjoyment.” These keywords reflected the company’s emphasis on solving client challenges, moving in the same direction as clients, discover