Last Updated on August 9, 2024
Enter the cinematic world of Pakawat Thongcharoen, a visual storyteller whose repertoire extends from travel content creation and photography right up to professional videography. His journey began in 2015 as an influential travel content creator alongside his wife under the moniker PakaPrich. But it was in 2020, in the midst of a global shakeup, Pakawat unfolded a new leaf of his career and vouched on his passion for videography.
Successfully propelling brands like Sony, Dell and Mercedes-Benz into the visual limelight through engaging commercials, his talent has equally echoed in the hallways of luxury hotels and acknowledged Thai companies. His unique blend of artistic vision and technical prowess has earned him notable recognition, such as the 1st Place in Thailand’s Travel Content Contest 2021. Yet, Pakawat’s journey is still being defined, one frame at a time, through his dazzling display of dedication and passion behind the lens.
So, let’s dive into the dynamic visual narratives curated by this maestro, underlining his expertise in commercial, interior, hotel, travel, and landscape photography genres.
The origin story of Thongcharoen
The genesis of Pakawat Thongcharoen’s creative journey can be traced back to an epic, transformative overland expedition spanning 71 days from the United Kingdom back to his homeland, Thailand. Having recently completed his master’s degree at the University of Nottingham, UK, this event marked more than just a physical journey but served as the profound catalyst igniting his journey into the realm of content creation and videography.
“I’m fascinated with the wonderful diversity and intricate differences that define every corner of the globe,” Thongcharoen noted.
His passion and desire to bridge the gap between individuals who may not have the privilege to travel and those who do, served as the fuel for him to venture into content creation. Initially, his creative pursuit was focused on photography and written form but his undying curiosity, keen eye for capturing unique moments, and skillful narrative translation compelled him to embrace the world of video.
Driven by the aspiration to immerse viewers into his experiences and to enrich lives, Thongcharoen believes in the powerful potential of video as a storytelling medium. “…video, with its dynamic elements of sound, motion, and visuals, allows me not only to document but also to transport others into the heart of my adventures,” he explained. The power of video opened a new horizon and platform through which he could express his perspective while being a catalyst for unity and understanding.
Between the years 2015 to 2020, Thongcharoen successfully crafted his niche as a content creator and influencer with his wife under the brand “PakaPrich.” The duo successfully collaborated with numerous global brands such as Panasonic, Canon, and Uniqlo. Their collective talent in transforming creative concepts into visually engaging content helped them carve their mark in the industry.
It was in 2020 that Thongcharoen decided to extend his creative boundaries and venture into the world of professional videography. Having worked on notable projects for Sony, Dell, and the luxury hospitality industry, Thongcharoen’s expert craftsmanship and passion to tell stories through the lens of his camera has been applauded and well-received. This transition reflects his continuous evolution and dedication to his craft which has his footsteps firmly etched in both worlds of content creation and professional videography today.
From globetrotter to storyteller
Creating magic is what Pakawat Thongcharoen does every single day. As the creative director and lead videographer behind PakaPrich, Thongcharoen fuses his love for travel with his expertise in filmmaking to produce compelling branded content that resonates with a global audience. However, it is his background as a travel content creator that has shaped his videography style.
“My early career as a travel content creator has indelibly shaped my trajectory as a videographer,” Thongcharoen shares, “infusing my work with a distinctive essence drawn from my formative experiences.”
Authenticity rules Thongcharoen’s work. His videography style often features a documentary approach, focusing on raw moments and genuine interactions. “I prioritize maintaining a sense of realism, spurning overly polished visuals in favor of grounded authenticity,” he says. This documentary style, which accentuates relatability, formed a crucial part of his previous travel content and has naturally seeped into his current videography.
He also strives to immerse his audience, employing a handheld style that adds immediacy and intimacy to his footage. This technique reduces the audience’s distance from the filmed subjects, consequently fostering a deeper connection much like the one he shared with his travel destinations.
Thongcharoen’s knack for storytelling is another pivotal element that shapes his videos. He harnesses the innate power of narrative to engage and evoke emotions, a skill that traces its roots to his days of spinning travel tales. In every video, he weaves a compelling tale that transports audiences to the heart of the narrative.
Thongcharoen views his journey as a travel content creator as the “foundational bedrock” to his videography. His unique style – grounded in authenticity, viewer immersion, and powerful storytelling – draws from that foundation and positions him as a trailblazer in the field. As evident through his work with PakaPrich, Thongcharoen continues to redefine the realm of videography, one frame at a time.
Crafting content for international brands
Pakawat Thongcharoen has a rich portfolio of successful collaborations with globally recognized brands such as Panasonic Thailand, Canon Thailand, and Uniqlo. His engaging, story-driven promotional videos have effectively communicated the uniqueness of each brand while resonating with their target audiences. He ensures that every stage of each project, from conceptualization to distribution, aligns flawlessly with the brand’s identity and objectives.
Indeed, his comprehensive approach to each commission demonstrates a profound understanding of the core ethos of each brand and its target market.
“Creating content,” he says, “involves gaining in-depth knowledge of the brand’s identity, goals, and specific market dynamics. This grounding ensures that the content aligns seamlessly with its vision.”
Thongcharoen successfully molds his creativity within the constraints of each project, also demonstrating a keen awareness of how every stage of production impacts the final product. For example, if a project involves creating a video for Instagram, he uses the platform’s format ratio to impact the composition and therefore the overall impact of the content.
He adds, “Conceptualizing and creating content necessitates a thorough approach that spans the project’s lifecycle. This comprehensive approach ensures that not only the creative direction aligns with the brand’s identity and goals but also that the content is optimized for its intended platforms and resonates effectively with the target audience.”
This holistic perspective and meticulous attention to detail have set his work apart, making him one of the most sought-after content creators in his field. His distinctive approach lies in contemplating the entire content lifecycle, understanding that each decision made at different stages has a cascading effect on the overall outcome. By marrying creativity with strategy, Thongcharoen continues to make a significant impact through his engaging, story-driven promotional videos.
Mastering diverse photography genres for branded content
Bolstering local Thai tourism is one way that Pakawat Thongcharoen has significantly leveraged his cross-genre photography skills to produce compelling visual content. Recognized for his nuanced approach in content creation, he embraced the challenge to promote Thai provinces through travel videos.
The Saraburi-Lopburi Local Travel project stands as a testament to Thongcharoen’s commitment to both videography and tourism. Commissioned by a local tourism authority, his task was to craft an engaging narrative that would spotlight Saraburi and Lopburi’s tourism potential. In turn, this spawned mainstream media attention, including several Thai Online News websites, garnering a veritable audience and testament to the project’s impact.
Thongcharoen reflects on the interoperability of his skills, saying: “Employing a diverse skill set acquired from commercial, interior, hotel, travel, and landscape photography, I adeptly craft unique branded content that resonates with specific contexts. Each photography category calls for distinct skills, which, when combined, contribute to the creation of compelling visual narratives. In the realm of travel photography, it necessitates the ability to capture raw moments that authentically reflect the journey. Distilling the essence of a location into evocative images requires an acute eye for details and an understanding of what is essential to narrate the travel experience.”
His approach to “narrating the travel experience” becomes evident in his Saraburi-Lopburi video, where he deftly champions the allure of local Thai tourism. Effortlessly shifting into the role of on-screen influencer, Thongcharoen brings a sense of intimacy and authenticity to the video – skills learned and honed as a content creator.
Challenges and triumphs
When it comes to translating brand stories into compelling visual narratives, Pakawat Thongcharoen has truly excelled as a lead videographer. He has worked with globally influential brands like Sony, Dell, and Gunkul Engineering PLC, meticulously crafting commercial videos that not only meet the clients’ distinct needs but also cater to his artistic signature.
Thongcharoen’s adeptness at intertwining brand messaging with storytelling was particularly highlighted in his work for a local tourism authority under Thailand’s Ministry of Sports and Tourism.
“One scene shot on a train required capturing various shot sizes along with the train’s ambiance, the changing views, and myself as a travel influencer,” Thongcharoen explains. “I had a narrow window for this sequence, which compelled precise coordination to encompass all elements.”
Despite the time constraints and demands of the project, Thongcharoen successfully navigated the ordeal, transforming raw moments captured on set into a coherent and engaging travel narrative.
Gunkul Engineering Project stands out as another testament to Thongcharoen’s genius in handling complex and multidimensional concepts.
“Conveying the abstract concept of energy as an energy company proved complex. The video had to encapsulate the company’s values while introducing them to a new market,” he elaborates.
After five intense shoot days across a mix of locations and robust creative efforts, Thongcharoen was able to birth a well-received commercial video. Not only did it effectively communicate the intricate concept of energy, but it also resonated with the target audience, successfully encapsulating Gunkul Engineering PLC’s brand identity and value.
These experiences reveal the depth of Thongcharoen’s role as a lead videographer. From intricate conceptualization to assiduous execution and post-processing, he has proven his mettle in commanding projects and shaping vivid visual narratives out of brand messages. Ultimately, his versatile videography propels businesses into the limelight, ensuring their stories are heard, understood, and appreciated in the competitive market.
Promoting paradise
In showcasing his versatile skill set and his ability to amplify the aesthetics of luxury locales, Pakawat Thongcharoen has truly left his mark on the luxury hotel industry, particularly through his association with Pimalai Resort & Spa. This stunning five-star establishment, nestled in the heart of Krabi, Thailand, serves as a shining testimony to Thongcharoen’s creative prowess in the realm of videography.
In his own words, Thongcharoen shares, “As a videographer, I actively contribute to promoting local tourism in Thailand by employing my craft to highlight the captivating facets that make this nation a unique and fascinating destination. From its pristine beaches to lush landscapes and bustling markets, I aim to capture these breathtaking vistas in a way that elicits a deep appreciation for the country’s natural allure.”
His work with the Pimalai Resort & Spa commercial video encompassed filming, editing and delivering a visually stunning output that was both captivating and luxurious, seamlessly blending the natural allure with the resort’s premium offerings. The final product was so well received that it has been featured on the homepage of the resort’s official website.
“Beyond the landscapes, I also focus on capturing the emotions and perspectives of the locals,” Thongcharoen continued. This, too, is evident in his work at Pimalai, where he has not only merely presented the luxurious amenities but also the charm, warmth, and cordiality that represents the true essence of Thai hospitality.
Thongcharoen’s approach is a unique blend of intimacy and authenticity, combining sweeping landscape shots with closer, intricately detailed shots that present an insider’s view of the resort, the people, and its seamless coexistence with nature. This balance provides a tangibly evocative visual narrative, allowing viewers to experience the property before they have even stepped foot on it.
Thongcharoen’s contribution to the promotion of Thailand’s local tourism and his significant impact on the image of luxury establishments like Pimalai Resort & Spa, manifests through his remarkable dedication to his craft. In viewing Thongcharoen’s projects, one can see both the stunning results of his work and the passion that drives it.
A chameleon behind the camera
Pakawat Thongcharoen’s foray into professional videography has successfully manifested the finesse he possessed from his days as an influencer, further enhanced by nurturing his capability to create compelling visual narratives for varied brands.
One illustrative case of Thongcharoen’s versatility is his collaboration with EvergreenHealth Monroe, a medical center located in Monroe, Washington. Tasked with creating a gala video, Thongcharoen adeptly handled production planning, filming, editing, color grading, and sound mixing. The result was a video that aided in raising a record-level of funding, testifying to the potent outreach facilitated by his well-crafted story.
In another showcase of his adaptability, Thongcharoen worked with the Museum of History and Industry (MOHAI), the largest private heritage organization in Washington State. He was responsible for creating three videos with diverse concepts, leading the filming and editing process. The completed videos continue to captivate museum visitors by offering a compelling narrative steeped in the region’s heritage.
When asked about his work approach, Thongcharoen explains, “Crafting commercial videos necessitates a detailed understanding of brand identity and audience dynamics. My process is deeply entrenched in the twin pillars of purpose and audience. I emphasize delving into the brand’s essence and aligning every visual element with its core identity. A crucial element of my approach is the symbiotic relationship between the narrative and visuals; each enhances the other’s impact, creating a powerful, immersive experience. Every frame, color, and composition contributes to the narrative’s texture, allowing the visuals to speak eloquently, even in the absence of dialogue. My approach revolves around precision, fusion, and synergy, resulting in videos that reflect both the brand and the intended message authentically and resonantly.”
Whether helping medical centers reach fundraising dollars or aiding museums in engaging their visitors, Thongcharoen’s creative direction and technical prowess reflect his adaptability and versatility in the realm of videography.
The art of visual storytelling
Pakawat Thongcharoen’s educational background nicely aligns with his career pursuits as a videographer and content creator. After garnering a Bachelor of Science in Physics at Mahidol University in Thailand, he further sharpened his knowledge base at the University of Nottingham, United Kingdom, earning a Master of Science in International Business with Merit. Following this, he recently began his venture into Cinematography at UCLA Extension in Los Angeles, similarly indicating his intent on mastering his craft.
As Thongcharoen navigates different environments in creating visual content, his keen understanding of each setting’s intricacies has been pivotal.
He explains, “Navigating diverse environments while creating engaging visual content requires a keen ability to adapt and leverage the advantages of each setting. Central to the creation of captivating visual content is a multifaceted approach. Each element serves as a brushstroke on the canvas of storytelling, contributing to a harmonious and captivating whole.”
His approach and genuine passion for videography have been widely recognized. Thongcharoen has been praised as an award-winning videographer. For instance, he won 1st place in the Thailand Travel Content Contest 2021’s Nature and Adventure Travel Video category. He also served as the cinematographer of Consumption, a celebrated short film that garnered a handful of awards.
Thongcharoen’s education, diverse work experiences, and accolades together weave his remarkable career journey. With a relentless pursuit of excellence and a knack for harnessing the inherent beauty of each environment, Thongcharoen’s portfolio is nothing short of inspirational. His work paints a vivid testament to his astute ability to capture, create, and deliver visuals that not only embody the message of his clients but also resonate deeply with viewers around the globe.
