Norton Electric Sander Product Launch
The brief
Norton needed a memorable launch film for its new electric sander range, showcasing the products’ precision engineering, performance and ease of use across professional body shop applications.
The production also needed to generate a flexible bank of assets for websites, social media, internal communications and wider launch activity, including photography, shorter edits, multilingual versions and 3D product sequences.
On the day
It was a 600-mile round trip to a prestige body shop in Camberley, and the first job was turning half the lights off. Workshops are lit so people can see what they’re sanding, which is great for them and awful for a film. Roberto, our gaffer, relit the place and ran it all from his iPad, so the light could rise as the camera pulled back on the hero reveal.
The probe lens was the star of the shoot and the biggest faff. It needs a rock-solid surface, and even on a very good slider we were fighting camera shake. We also forgot it gives every shot an orange cast, so that got fixed in the grade. Worth it? Absolutely.
Our approach
We filmed across two days in a working prestige body shop, reshaping the workshop into a controlled cinematic environment. Lighting, set dressing and carefully planned camera movement kept the location credible while making the products feel premium.
An approved storyboard helped coordinate specialist probe-lens shots, product demonstrations, controlled lighting sequences, 3D breakaway moments, VFX overlays, photography and multi-format framing.
Deliverables
- Main product launch film
- Social media versioning
- Promotional stills and product photography
- Delivery in 6 languages
- 3D animation and VFX sequences
- 16:9 and 9:16 campaign assets
On the shoot
The result
The finished campaign gave Norton a premium hero film supported by social edits, promotional photography and reusable product assets.
It mixes footage of the sanders doing real body-shop work with cinematic close-ups and 3D sequences that show what’s going on inside.