Crunch Time.
Led the release campaign, shaping the narrative concept, scripting and art direction of the launch film and supporting marketing communications.
Scope
Client
Year
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Challenge
Turning the pressure of deadlines into a unified creative narrative
The Maxon Winter 2024 release introduced a range of new features across the Maxon One ecosystem, and the challenge was to communicate these updates through a cohesive and emotionally engaging campaign. The goal was to develop a central creative idea that could tie together a short animated film, product feature demonstrations, and multi-channel marketing assets. Built around the theme “Crunch Time,” the campaign needed to reflect the intensity and excitement of finishing creative work under pressure while still clearly showcasing how each tool supports artists from concept to final render. This required aligning storytelling, product messaging, and production planning into a single unified approach across film, social, web, and press.
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Solution
Product features showcased in a short animated film and supporting campaign elements
The solution centered on creating a hero animated film that launched the release and established the creative tone for the entire campaign. A structured script was developed so that each narrative moment directly aligned with specific product features, allowing demonstrations to feel like natural extensions of the story rather than standalone explanations. From there, a coordinated production plan was created to capture all feature showcases, ensuring consistency between the film, technical breakdowns, and messaging. The campaign was then expanded into a full suite of deliverables, including social cutdowns for awareness advertising, landing page content to guide users through the narrative and features, and press materials that clearly communicated the scope and intent of the release.
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Conclusion
Creating a cohesive launch campaign
By anchoring the Winter 2024 release in a narrative-led short film, the campaign transformed a complex set of product updates into a clear and relatable creative concept centered on “Crunch Time.” Every supporting asset reinforced this idea, from detailed feature demonstrations to short-form social edits, web content, and press communications. The result was a unified rollout that connected storytelling and product education across all touchpoints.
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