RexPro
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Overview
When your product category is what keeps plant managers up at night, safety takes on a different level of scrutiny. The new engineered steel chain from RexPro is what keeps your bucket elevator (and workforce underneath it) from falling off track. Convincing plant managers to make the switch to a new chain, required a message that spoke to their concerns around a new product, while also articulating the reason to switch.
Approach
We created a :90 CG animation, a series of cut-downs and a dozen product hero images for use at trade shows, on digital channels and in print collateral. The animation was sectioned into build quality considerations, ease of assembly and rigorou testing methodology.
This product represented a big step forward for the category, and to help drive that home, needed a technology inspired visual aesthetic. From super graphics, to cutaway visuals, we designed and animated the spot to feature product call outs that looked the part of a dramatic change in industry build standard.
Arriving on the right visuals required close partnership with the product engineering team, to make sure we were depicting the product correctly without any visual representation to use as reference.
Apart from the hard to visualize product features, we also wanted to highlight one of the key components of the new product, which is its ease of assembly. To do so, we created an abstract environment inspired by the floor of a bucket shaft, where they are typically operated.
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