Shiny, Impressive Night at AdFed's The Show

For more than 100 years, 3M has designed industrial abrasives specifically for the metalworking industry. These products are built to withstand grinding on the toughest metal, in the toughest conditions, with everything at stake. Metalworkers have thrived in the industry for generations and perform rigorous, demanding jobs that require precise handling of tough, often dangerous metals.

The values that make the metalworker are the same values that make the brand. We created films to capture the raw essence of those values. They tell the stories of people who, through their relentless pursuit of craft, continually innovate. People who need their tools to work as hard as they do. Taking a documentary approach, we filmed workspaces, elements and people in their natural state. To create a sense of momentum with our images, the camera always moved, creating subtle parallax shifts to help depict depth and scale in our scenes.

When it comes to health care, consumers need something to believe in. Like Nowhere Else is a campaign about people and place. We wanted consumers to think about health care in a whole new way by building a bond with Essentia through physical proximity and cultural affinity.

We focused on the stories of the people of this place – both consumers and providers – highlighting the shared belief of a higher purpose and a philosophy that our lives have larger meaning. Sound design was crafted around building the environment of specific spaces and the lives that take place in each scene. Because the film is a collection of many stories, sound helps us feel connected to each scene as we move quickly from epic and vast to up-close and intimate. By using nostalgia and subtleties, we created the familiarity of experience.

Stay tuned for more of our partnership with Essentia Health.

Style has always been an overlooked concern of the users of safety gear. So when tasked with increasing market share of 3M’s SecureFit™ Safety Eyewear, we looked not at the safety industry but the fashion and sunglasses industry.

We started with 3M’s Science Applied to Life platform and added a stake in retail-industry style. To equip the 3M sales team for a launch in the product portfolio, we created a fashion-inspired promo video for the sales reps to show off how SecureFit™ Brand is designed to standout. People want to be noticed, and to get their attention, we cut the promo to an energetic, driving music track with high-contrast CGI visuals containing light sweeps to describe the shape and form of the eyewear.

For this year’s Shinebox holiday card, we wondered – with a little help from augmented reality – what if you saw how we create?

Regardless of how our friends decided to interact with our 2018 holiday card, we enjoyed providing a window into how Shinebox builds brand stories.