TMD Friction
Project: Campaign
Develop a brand awareness campaign for TMD’s Textar sub brand, a leader in the premium brake system market. The brief required the campaign to be flexible enough to incorporate the various products and their benefits whilst speaking to a variety of audiences ranging from mechanics to end users and sales teams.
Disciplines
Concepting
Design
Story Boarding
Video Editing
Retouching
Year
2023
Agency
Fox
Visually we began with found imagery (as shown here) to communicate the concept to the client, I began to build on the idea to explore how it could communicate various messaging.
With the concept approved by the client we now began the task of creating the Key Visuals. Sourcing imagery for epic landscapes to be combined with 3D car models to be crafted as Textar vehicles.
Campaign Proof Points
E-MISSIONS
•
SILENCE
•
PRECISION
•
CONFIDENCE
•
TOTAL COVERAGE
•
E-MISSIONS • SILENCE • PRECISION • CONFIDENCE • TOTAL COVERAGE •
Key Visuals
Working with a freelance retoucher we created theses key visuals to combine the 3D generated vehicles with the epic landscape stock scenes. Each visual articulated one of the campaign proof points which would be explored across the various campaign deliverables.
Roll-out Items
Secondary Visuals
To compliment the main key visuals each proof point had a secondary aerial view developed to be used across social carousels
This was developed further into a wider combined canvas to be used as a Parallax image on the new website
Key Visual Animations
Animation was part of the original briefing but came with a minimal budget so we had to be efficient and simplistic with how this was approached.
Each key visual was developed to show an element of movement within the scene to help further depict the key message of that benefit.
Campaign Videos
60 second videos were created to communicate 4 of the main proof points of the campaign, these were made to be expansions of the key visuals, building environments which communicate the same tone as the main static key visual. I storyboarded these sequences and then put together the appropriate video and music.