SERVICE
Product Messaging / Film Direction / Film Production / 3D Animation / 3D Still Images / Storytelling
CLIENT
ZEISS
YEAR
2022
For more than 175 years, ZEISS has been the leader in ground-breaking optical technology. Their flagship camera, ZEISS ZX1, is the pinnacle of both science and innovation.
To tell the story of this exceptional device, ZEISS trusted MacWell to create films that explore the technology and development of the camera.
To tell the story of this exceptional device, ZEISS trusted MacWell to create films that explore the technology and development of the camera.
The ZEISS ZX1 is developed for the professional photographer. It allows the user to shoot high quality full frame images, refine them through an onboard editing suite and finally, share them directly from the camera.
The device’s advanced technology called for a clear and concise visual presentation. It’s purposeful minimalism became the inspiration for the films’ concept, emphasizing functionality over decoration. The beauty of the product lies in purpose evolved into a timeless design.
MacWell created two films to explore the many aspects of developing this unique product.
‘The Art and Science of the ZEISS ZX1 – purposeful minimalism’ explores the relationship between industrial design choices and user experience through materials, interfaces and overall aesthetics of the device.
‘The Art and Science of the ZEISS ZX1 – purposeful minimalism’ explores the relationship between industrial design choices and user experience through materials, interfaces and overall aesthetics of the device.
‘The Art and Science of the ZEISS ZX1 – the innovation behind exceptional images’ centers on how the interaction of the lens, sensor and algorithms create superior digital images.
MacWell tackled the challenge of translating complex technology into an engaging and compelling story that anyone can understand with impressive expertise and dedication.
– Marco Mildenberger, Head of Imaging and New Business, ZEISS Consumer Products
Together with the client, we created scripts that relied on everyday language instead of heavy technical jargon. We wanted to make sure the complex technical topics became easily understandable.
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