Make Studio partnered with GF Piping Systems to support their expansion into the Middle East through their partnership with Corys.
Our goal was to associate the GF name with trust in a new region, leveraging the established heritage and expertise of the brand while integrating the hyper-modern landscapes of the market they are entering.
Our concept “Partnerships for Tomorrow,” was born from a fusion of both brands’ existing messaging, encapsulating their shared vision of long-term collaboration and innovation. The hero visual we created was the “Plus Window,” a symbol of GF’s expertise entering the Middle East. This window, in the shape of GF’s brand ‘plus’ graphic, frames famous landmarks, representing the fusion of GF’s legacy with the region’s future – two contrasting worlds coming together to share their unique advantages.
However, due to the client facing licensing restrictions, we offered a solution. Working to our strengths and unique position alongside our sister CGI studio Make Believe, we created custom-designed CGIs of original landmarks to reflect the future of the Middle East and GF’s potential impact on their infrastructure, further improving the general effectiveness of the original concept. During the creation process, we integrated AI into our workflow, utilising a combination of inspirational images, Midjourney-generated imagery, sketches and collages to end up with these bespoke buildings. We also utilised AI upscalers to create a hyper-realistic style to the landscapes and textures.
In total, we created 10 unique visuals across a campaign rollout of four phases:
Hero Visual > Places > People > Product
This maintained a cohesive visual identity that showcased GF Cory’s multifaceted influence.
This grew to become one of our most visible campaigns yet and a great success with GF Corys, leading to a great launch event and marketing featuring on Sheikh Zayed billboards, social media, and stadium displays during PSG and Borussia Dortmund football matches.
Finally, this project culminated in a campaign film, showcasing all the different visuals alongside their respective messaging through motion graphics, championing GF Corys’ commitment to creating a better tomorrow in the Middle East.