Deconstructed Repair
Revitalizing 3M's PPS paint system through surreal visuals and innovative storytelling.
Client
3M
Industry
Automotive
Service
Art Direction
Digital Design
Graphic Design
Duration
9 weeks
OverView
To showcase the versatility of 3M’s PPS 2.0 automotive paint system, I crafted a visually stunning campaign featuring an exploded-view automotive repair scene, highlighting the product’s unique 360° spray capability.
The Challenge
Creating a visually compelling, technically intricate campaign within limited budget constraints that could resonate with bilingual audiences and specialized trade media.
The Solution
We developed a surreal, visually arresting scene using a hybrid production method that integrated SketchUp for prototyping, Cinema4D, After Effects and Photoshop with live-action green-screen photography and composites. The visuals featured levitating technicians and a dramatically exploded car, visually communicating the product's functionality.
The Result
This social media and print strategy succeeded in driving sales and achieving increased reach. During the campaign, social digital advertising reached 11K daily, while keyword searches drove traffic to the 3M website. 3M sales teams reported increased interest in the PPS 2.0 among auto body repair shop owners, managers, and employees while the print campaign ran in trade publications. The creative assets we developed were expanded to new product lines and into additional North American markets. Deconstructed Repair won two Silver Davey Awards in the categories: Business to Business and Promotional/Branding for print campaigns.
