Objective

Huntsman approached us to help them launch a new carbon nanotube product with a host of applications yet to be imagined. Aimed at industry-level stakeholders, investors, the campaign would need to generate excitement whilst keeping a lid on the technical details, that are guarded trade secrets. 

Solution

The solution was to reinvestigate what the objectives of the project really were. We worked with the clients to develop a creative strategy focusing on brand positioning and overall brand identity. As the product was at the pilot stage, and in need of additional investment and partnerships, we’d also need to design some creative ways to visualise the technology that they are hoping to take to scale. 

Process and Strategy

With this new strategy in mind, we decided to tightly script the film in the same way we’d make a TV commercial. Instead of long on-camera interviews, we scripted tight talking points, but leaving room for the excitement of the speakers to come through. This approach meant we could provide better value to the client, whilst delivering a more commercial look and feel, and crucially, some of the fanfare we’re used to seeing with tech product launches. 

Results

With a series of 30” social media films to tease the project, leading back to a 3’30” launch film that took a deeper dive, we were able to craft an omnichannel campaign for online, socials and events, and provide a creative strategy for Huntsman to establish brand positioning for Miralon, and start driving engagements around their product. 

Take a look at the marketing film here: