The brief was to create a corporate campaign that is customer-centric, that connects with people, and speaks to a global audience across multiple channels and platforms.
By SHOTS NEWS, 22 September 2021
The spot Pioneering Possibilities features six lead characters whose narratives were the culmination of 'golden nuggets' from the real stories collected from Solmax customers globally. These are authentic personifications of Solmax customers, from their voices.
Director Linda Notelovitz of LifeDesign has made cinematic authenticity a centrepiece of this visual sketch, bringing to life the core vision and spirit of a company that is fully aware of the impact it is, and can, make in the world.
“Solmax is a force to be reckoned with in geosynthetics. With two significant acquisitions in the past three years, the descriptor “largest geosynthetics manufacturer in the world” is real. “With that kind of clout comes responsibility,” says Andreea Sasu, global marketing manager at Solmax.
“We want our clients to know what drives us, it’s not just about sales, we’re innovating and raising industry standards to drive progress, protect the earth, help our customers succeed, and increase access to our products everywhere.”
The brief was to create a corporate campaign that is customer-centric, that connects with people, and speaks to a global audience across multiple channels and platforms. Highlight our industry leadership, product engineering excellence, and our focus on innovation and sustainability.
“To capture Solmax’s voice and purpose with authenticity, we went to the source,” says Notelovitz, “engaging with engineers, installers, project managers and owners to get to grips with how Solmax’s products feed into and supported their hopes, goals and reasons for being. What became clear is that Solmax’s people and products do much more than just meet engineering specifications. This gave us our campaign line: Pioneering Possibilities”.
Production started as the world entered the next wave of Covid-19, shutting off easy access to the rest of the globe. The entire film was thus shot locally in South Africa. With a limited budget and tight timelines, LifeDesign’s 20+ years’ industry experience was critical to successfully kit the production unit; cast actors that accurately reflected the ethnicity, cultures and accents of Solmax’s customers; and creatively capture final concepts.
“To communicate the brand experience, I have created atmospheres that are sensual and hold the audience in a space of emotional involvement and connection. The experiences we have defined and created touch the viewer because, I believe, they are universally human. “While the beautiful and rich visuals capture the eye, engaging with purpose is what allow us to reach and connect with people, making the brand relevant in a way that far exceeds the value of excellent products.”
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