An animated explainer video for a solution, rather than a product
GCP - part of the Saint Gobain group - needed to explain their new family of products. These products form an overall solution rather than any single specific use case. The problem? The products are used deep underground. To help Tell It Better, we created an animated basement environment that morphed between different scenarios.
The opportunity
The PrePrufe family of products is the flagship for GCP. Whilst being the market leader across the globe, the brand wanted to penetrate new markets and stimulate growth in their existing ones. Their audience of technical engineers, architects and general contractors had become accustomed to seeing detailed explainer videos, and PrePrufe wanted to maintain their reputation of a high level, pioneering brand.
Previous marketing and communication materials were due for an update, and GCP wanted to build upon the creative style we developed for their Eliminator product line and Bond Coat 4 advancement.
What we did
We had previously set a new creative direction and style for their visual approach to another product line, but it was still important to see how that approach would work for this very different scene. Instead of focusing on bridge decks, we were now talking about basements.
After a series of styleframes, we went on to develop a cityscape that would highlight the underground, everpresent and often unknown water table that lies beneath the surface of the city. Having a very specific target audience - architects, engineers and general contractors - who knew their problems and were looking for a solution, and with it being the company flagship, there was an extended run time to the animation.
The video was to be used on social media platforms, as part of sales cycles and at a global launch event in Dubai.
The outcome
Once again, the client was extremely happy with the end result. They had a new, refreshed visual approach for their flagship product line and they had a detailed explanation of their overall solution.
We continue to work with GCP on other animation projects.
Evangeline Luxton
Global Marketing Manager
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