CREATIVE DIRECTION
CREATIVE DIRECTION
The concept behind this campaign was to market process to our customers, to tell a story from ideation to final product. This was a shift away from simply selling a consumer printer; instead, we marketed solutions to both the education and professional verticals.
The key art was developed as a modular way to express the main campaign themes. Juxtaposing a 3D printed prototype on one side and a finished product on the opposing side promoted iterative design. We hoped to inspire people to think of what was possible when 3D printing was added to their workflow.
Early comps were more aspirational, and showcased 3D printing as a vehicle for creative growth. The initial tagline I came up with was “Make ideas work.”
This concept proved to be too lofty, and didn’t effectively sell the process of iterative prototyping. It did, however, define the split screen visual style that led to the final campaign creative.
Conceptually we shifted the marketing tone away from the 3D printing DIY hype machine and toward customers (both EDU and PRO) who understand the uses of rapid prototyping and iterative development.
As the core marketing assets, these videos effectively launched the “Ideas in the Making” marketing campaign.
Concept. Production. Copy. Voice over (that’s me on the video below). Set design. Direction.
The STEM/STEAM concept of “fail forward” weighed heavy in our minds as we developed this campaign. (A common, hand-made poster found during classroom visits: “FAIL = First Attempt In Learning.”)