As part of the launch of the ground-breaking Phase One XF IQ4 camera system in August 2018 I was made responsible for overseeing 3D product image renders. The project was rife with challenges from the beginning and what started as a straightforward task of working with an external vendor to create the images turned into a full-scale product film. The best part was even two months before the launch the features of the product were still undecided. So, how do you make a product film without a product and without knowing what the product will do?
Through tremendous teamwork and communication with our product management team, and the skills of an incredibly talented animation studio in Stockholm, we were able to create a visually stunning animated film showing not only the signature look of this new product but also demonstrate its industry-first features. With roughly two months before launch to digitally create the product and determine the story of the film we had the odds against us from the start, however the end result was unanimously decided inside the company to be the most beautiful product film the brand had ever created.
Producer • Project Manager • Creative Director • Editing Supervisor
