A teaser for the booth
The steel manufacturer Steeltec is appearing at the international trade fair Wire 2016 in Düsseldorf with an innovation: A steel that surpasses all previous steel products in its load capacity. Frame Eleven stages the powerful steel in an elaborate film.
Technology innovation can be of great importance for very different industries. Especially where extreme conditions prevail, such as in the railroad industry, refrigeration technology, oil production or wind energy. Where and how exactly their new product will be used in the end is something even Steeltec is curious about. Engineers should give free rein to their creativity. And that's exactly what the film is for.
Worlds merge
In a video, Frame Eleven visualizes the production process and the power of the new steel. The elemental forces of fire, water and earth take the viewer on a journey from the archaic to the futuristic high-tech world. These are forces that are inherent in steel. Forces that steel can defy.
Insert for the exhibition stand
The fact that the film is primarily used at a trade show has had a strong impact on the concept. The images must captivate the viewer at every moment of the two-minute clip. In addition, it should also win over prospective customers on the web and in sales talks and awaken their own ideas about how and where the product can be used.
Responsible at Steeltec: Guido Olschewski (Head of Quality and Product Development), Mirkka Lembke (Quality and Development), Linda Oberli (Quality / Product Development). Responsible at Frame Eleven: Marc Haas (Creative Director), Oliver Aemissegger (Director / Art Director), Leoni Kool (Producer), Ivan Lüthi (3D Animation, Compositing), Joel Stutz (3D Animation), Michael Ricar (Music & Sound Design).
How does a company communicate such a technology innovation to the relevant target groups? Read the interview about trade show communication and technology mediation with Marc Haas, co-owner of Frame Eleven, in the latest Print edition the advertising week.
