Case Study JCM Power | Black Production Films Canada

Case Study: JCM Power

Corporate Social Responsibility
Bringing Impact to Life through Powerful Storytelling

Brief

JCM Power, a fully integrated renewable energy Independent Power Producer, develops and operates clean energy projects across South & Southeast Asia and sub-Saharan Africa.

The Challenge:
They approached us with a request to create short videos that would highlight the positive impact of their windmill project in a remote area of Pakistan.

Many locals were initially skeptical, even resistant, to the changes brought by the project. Their land was being transformed, and they weren’t sure what it meant for them. The challenge was not only to create awareness within the local community about the benefits of JCM Power’s presence but also to showcase the impact of their initiatives to stakeholders and key partners, reinforcing their continued support and demonstrating how their efforts were bearing fruit.

The Solution:
To bring this transformation to life, we focused on two powerful stories, each seen through the eyes of two women whose lives were directly impacted by JCM Power’s initiatives.

One story followed a young married woman who supported her family through JCM Power’s employment program.
The other showcased a young girl who gained access to education, thanks to JCM Power’s local initiatives.

By capturing their personal journeys, we emphasized the human side of renewable energy and the transformative power of community-based initiatives.

Process

April 2023 - June 2023

July 2024 - Aug 2025

We spent four weeks in pre-production, thoroughly understanding the challenges and developing creative solutions. Our team conducted a recce, visiting key locations built by JCM Power, such as schools and training centers. We also met with shortlisted beneficiaries and selected the two most compelling candidates for the videos. A first draft script was developed and approved before the team traveled for filming.

During the location scouting, we observed firsthand how JCM Power’s CSR initiatives had transformed the small community in Jhimpir, Sindh. These included three schools, local employment opportunities, medical camps, and a fresh water supply. After immersing ourselves in the community, we decided to move away from the conventional approach of interviewing officials first and then showcasing the locals. Instead, we opted for a more challenging yet impactful narrative—making the locals the protagonists and telling the story entirely from their perspective. The videos would show life before JCM Power’s initiatives and how it had transformed over time. This approach initially met resistance from the client, but after extensive discussions, they eventually agreed.

Sept 2023 - Dec 2023

In post-production, we faced a unique challenge: our chosen participants were excellent at following directions but only spoke their local language, with no proficiency in Urdu or English. To ensure the story resonated with a wider audience, we hired two voice actors who not only narrated the stories but also emoted with subtle accents, maintaining authenticity while making the content accessible.

The final videos garnered widespread acclaim from both local and international stakeholders, highlighting the significant impact of JCM Power’s initiatives.

Deliverables

2 x 3 mins Short Narrative videos

Aspect ratio: 16:9

The final videos were highly praised by both JCM Power’s local head office and international stakeholders, including shareholders, government officials, and key partners such as FinDev Canada, FMO, IFU, STOA, and Swedfund.

THE IMPACT

TESTIMONIAL FROM Muhammad Ali DIRECTOR AT JCM POWER

We had the pleasure of collaborating with Black Production Films in August 2023 for a project of

capturing our CSR activities. They not only comprehended the essence of our Corporate Social

Responsibility initiatives but also captured the true depth of emotions within the community.

The creative storytelling approach they brought to the table was both refreshing and indicative of their

investment and effort in understanding our company narratives.

Throughout the collaboration, communication was clear, and the team proved to be receptive to

feedback, making the entire process seamless and enjoyable.

The final deliverables not only garnered internal and local appreciation but also made a lasting

impression on our foreign shareholders. This underscores Black's ability to create content that resonates

with diverse audiences.

I am pleased to recommend Black Production Films and eagerly look forward to future collaborations

with them.

The Outcome:
The final videos were praised for their emotional depth and impactful storytelling, receiving positive feedback from JCM Power’s local head office and international stakeholders, including shareholders, government officials, and key partners such as FinDev Canada, FMO, IFU, STOA, and Swedfund.

Looking Ahead:
Building on the success of this project, we’re excited to partner with JCM Power again in 2025 for another CSR initiative in Malawi, Africa, to continue showcasing the impact of renewable energy on local communities.