|Campaign||ColorQube 8700/8900 Solid Inc Introductory Video|
|Business Sector||Consumer Electronics & Audio-Visual|
|Tagline||SMITH's Serious Animation Chops Do Xerox A Solid|
Twenty years ago, the exceptionally productive and inventive engineers at Xerox created a groundbreaking new technology they called “solid ink.” Today, it’s called ColorQube, and to introduce the newest device in the long and prestigious line of printers that use it, Xerox wanted to do something beautiful, fun, and a little out of the ordinary. So they turned to SMITH for some bold, strategic ideas to help take it to market. This product launch video was conceived, shot, and edited using color prints actually produced by the device itself.
SMITH's animation team created a digital launch campaign with an entertaining and extremely fun-to-watch video at its center. The ink sticks may look like giant crayons, but their simplicity doesn't change the fact that they deliver vibrant, quality color – page after page. We created a stop-motion video that brings these sticks to life and invites the audience to let this unique and hard-working machine satisfy their business needs and make even the routine act of pressing “print,” a moment of colorful fun.
|Creative / Art Direction||SMITH|