ARCAM Radia product video
Customer
Harman Luxury Audio
Our role
Concept
Motion graphics
3D Animation
Deliverables
Product video
Date
Q4 2023
Three integrated amplifiers, a CD player and a music streamer make up ARCAM's Radia series. This product line sets a new standard for design and sound quality in the extensive range of ARCAM, part of Harman Luxury Audio. Our goal? To develop a product video in which we not only tell the technical story, but also highlight the stylish design of the entire product line in a powerful way.
ARCAM as a brand stands for sound quality, high performance and passion for technology and with the new ARCAM Radia series they want to make their HiFi products available to a younger audience. Our challenge was to develop a product video for the launch of this new product line, which will be used at events as well as online.
Product design: the thought behind it
In developing the product video, we were in close contact with the agency that both designed the product and created the concept for the marketing campaign. A new color palette and the payoff "Be the center of the music" come together in the introduction of the style element: the ARCAM Radia ring. This style element represents change, something new, a transition that overtakes what was before. It exudes mystery and revelation.
The distinctive slots in the product design and yellow accents were our starting point for the 3D environment. By using fast, seamless transitions, captivating camera movements and challenging compositions, you are introduced to the attractive product design.
The benefits of 3D
The development of a 3D product video introducing a new product, or in this case an entire product line, often takes place before the product is available at all. 3D models even then often help us further to depict the product as realistically as possible. In this case, a campaign was being developed and photo shoots were taking place at the same time, where the challenge for us was to move right along and adapt to this modern style. For example, we modeled the interior of the ARCAM target group in 3D based on mood boards and gradually updated it once the photo shoot had taken place, so that the various expressions of the launch campaign on social media, websites, at retailers and at events were seamlessly connected.
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Technical specifications for the audio enthusiast
ARCAM remains a brand for the true audiophile. That is why the focus in the product video is mainly on the products themselves, the various features and extensive technical specifications. An audio aficionado is knowledgeable and wants to know, when buying, how the speakers, streamers or amplifiers differ from each other and in what respect there is an upgrade. Hence, together with the client, we chose to bring back the information from the technical specs sheets into the product shots.
Multi-purpose
With 3D, you have the opportunity to develop a powerful set of assets that are fully multi-purpose even before the product rolls off the line. Think of events, trade shows, websites and social media, as well as a full kit of videos and visuals for retailers.
With the Radia Series product video, we helped ARCAM convey their core message: uncompromising quality in both sound and design. The result is a powerful product video that fits seamlessly with the launch campaign and was developed for the global market so that from England to Japan they can see why the ARCAM Radia Series is the newest addition HiFi field.
Contact
We'd love to hear from you
Raymond
Strategy Director and co-founder