ZEISS T-SCAN hawk. Take it. Make it.
Product Launch & Campaign / Role: Art Direction, Lead DesignIn early 2022 Zeiss Metrology asked us to rethink how they would promote their latest handheld 3D scanner, the "Zeiss T-SCAN hawk 2". We were tasked with developing a 360° campaign that would reflect the hawk’s groundbreaking technical features as well as its refreshed design and revised operating concept. To multiply the campaign, we used, as always, a smart implementation on the video platform #HandsOnMetrolgy
Task: Campaign visual design, shooting preperation (photo & video), set art direction, UX / UI, content production
Client:
ZEISS MetrologyTeam:
Gunnar menzel / GPUNK
The
campaign
A new product deserves a fresh approach to communication. And a strong key claim. We reimagined the way ZEISS Metrology would promote their latest handheld 3D scanner, the ZEISS T-SCAN hawk 2. Our 360° campaign highlighted the Hawk's technical advancements and refreshed design while emphasizing its flexibility and mobility. With a focus on contrast, we showcased the interplay between grand machinery and intricate details, light and dark, human and machine. Wherever you go, whatever the task … Take it. Make it.
The shooting
Asset productionWe were well aware of the significance of the special technical features and the discerning nature of our target audience, who would notice any irregularity in the image material. Consequently, we meticulously prepared and crafted the shooting briefing with great attention to detail. Furthermore, we utilized the development process to address any remaining uncertainties. Drawing from our considerable experience gained from two previous shoots with the client, we were able to circumvent mistakes made in the past and swiftly move towards achieving exceptional results of high quality.
Tonality:
Wide vs. close up
Wide angles of rough work stations + hard to reach areas vs. details of the beauty of technology. First of all it´s still a scanner and we have to stay grounded. But we tried to catch the situation of nearly unlimited freedom and ease-of-use when it comes to hard to reach areas and long way distances. New ZEISS T-SCAN hawk 2 is the tool to get about anything anywhere done. So we focused on 2 key aspects: strong and wide line ups and the new fascinating design of the tool.
One shoot, infinite possibilities
Flexible communications with a variety of visuals. Two days, one product film, endless images. We supervised video and photo shooting in parallel on two consecutive days with a well-experienced team, creating a strong visual language and giving ZEISS maximum flexibility in its marketing strategy.
Simplifying communication
Asset roll out
Resellers favorite: Interactive flyer
Reseller package
… with customizable promotions. Flexible marketing for a wide range of needs. To support ZEISS Reseller, we crafted a comprehensive collection of customizable promotional materials such as ads. With the ability to modify, print and distribute it quickly, the reseller can bring their ZEISS marketing vision to life with just a few clicks. All according to the campaign motto:
Digital experience
Toolkit for the social age
We created a toolbox for all relevant social media channels, both B2B and B2C, allowing for easy playback of our promotional materials. From LinkedIn to Instagram, we were able to reach a broad audience and maximize the impact of our marketing efforts.
