Saint-Gobain Abrasives: Mr Invincible Campaign
The brief
Saint-Gobain Abrasives wanted a distinctive way to launch their new Invincible Disc range, built around a superhero-styled mascot called ‘Mr Invincible’ – a character designed to help tradespeople with cutting solutions on job sites. The target audience was end-users in stockists who hadn’t yet heard of the range, so the video needed to be more memorable than a standard product explainer.
On the day
The superhero was the client’s idea, and they came to us with the artwork. Our job was to bring him to life, frame by frame, in a comic-book style big enough to launch the Invincible Disc range across Europe.
Our approach
Since the character was styled like a comic-book superhero, we pitched an animated comic-book treatment rather than full character animation – partly because the client needed delivery within six weeks, and a simpler motion style suited both the timeline and the comic-book aesthetic. We built a reference board showing different animation styles at different price points and lead times, then developed the script and storyboard iteratively with the client before animating the full piece in After Effects.
Deliverables
An animated comic-book style launch film, plus translated versions (Spanish, Turkish, French and German) using translated on-screen text – straightforward since the piece used no spoken dialogue.
The result
The Mr Invincible campaign was carried through across the wider Norton Clipper product range, with further social campaign work discussed since.