The new generation of plastic piping
As GF Piping Systems developed their newest ultra-resistant piping offering, they needed campaign visuals for each product, SYGEF ECTFE, Standard and Pro. They came to Make Studio with the plan of continuing the strong visual language we’ve built for their piping technologies, but with a bold twist, representing the nature of the harsh chemicals and particles being transported through their products.
The aim is to highlight GF Piping Systems as the go to full solution provider for plastic piping to replace the highly corrosion-prone metal pipe offerings and weaker plastic piping options of their competitors.
Mastering the elements
Visualising resistance
Starting with in-depth market research and competitor analysis we felt that continuing the strong and recognisable pipe cross section visuals that GF Piping Systems have become known for was the best direction to go in for this campaign. The main point of difference for this range of products are the harsh conditions they are resistant to, and therefore we knew this was where we needed to stand out from the previous work we’ve created for them.
As a result of this we did a deep dive into understanding the different liquids, particles and gases that we’d need to recreate through CGI imagery and motion, as well as making sure they communicate the right feeling such as temperature and stability. Once we had a plan for how these visuals would work we made sure they sat together in a consistent suite that future-proofed any upcoming campaign updates.
Redefining a portfolio
The project started with ECTFE, built to transport concentrated sulfuric acid and hydrogen peroxide, which we represented through unpredictable purple liquid simulations to showcase its dangerous and unstable state. After this we were given two more versions of the product to expand the range. The first, Standard, focuses on withstanding intense temperatures, a feature we illustrated through red and blue wispy gas simulations and the second, Plus, is a high-purity offering that completely protects from any kind of particles. For this version, we explored particle simulations, and created an almost galaxy-like composition made from thousands of small stones and plastics.
With these beautiful visuals created, and clear connection to the features they offer, we were able to use them separately from their product and in more abstracted ways throughout marketing materials, highlighting the hyper-realistic render quality of our imagery. Received with great feedback and results, this campaign has further solidified GF Piping Systems as the pinnacle of Swiss piping engineering and paves the way for a unified range of product campaign visuals moving forward.
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