Situation before Gravity Global
3M was launching a new print wrap film to defend their leadership position in the commercial vehicle market. This innovative and high-performing print wrap film, 3M™ Print Wrap Film IJ280, enables installers to wrap commercial vehicles confidently, quickly and with less effort.
Opportunity/Strategy
We developed a campaign concept that leveraged the key insight of how graphics manufacturers can achieve faster installs and do so fearlessly by using this product. The concept dramatized this confidence-inducing wrap film by leveraging exciting video filled with quick cuts of installers wrapping commercial vehicles alongside action footage of our vehicles performing unexpected racing maneuvers.
What We Did/Solution
We partnered with 3M marketing teams, 3M application engineers, an international raceway, stunt drivers as well as motor crane and drone operators to capture epic content that would later be paired with text on screen and a high energy soundtrack to capture attention while dynamically communicating the product benefits through multi-channel campaign elements.
In addition to a long-form video, our shoot captured assets for shorter form video, installation videos, social, digital, product samples and web photography fueling a robust integrated campaign.
