Ryobi
HP Range
2020
CREATIVE PRODUCER
CONEPT & STORYBOARD ARTIST
GRAPHIC DESIGNER
With the launch of six new products in the Ryobi HP (High Performance) Range, the challenge was to create a narrative which moves beyond the conventions of Ryobi’s typical campaign videos and express the brand’s technical innovation. I initially put the concept forward through written narrative and a series of hand drawn scamps and storyboard before moving onto the production itself where we could bring the idea to life.
RY01 / →
The team felt passionate about encouraging the client to utilise an innovative and technical approach, so I pitched to the client with conviction. We achieved a fluid motion and kinetic energy using rigs and a handheld process whereby the camera always follows the action.
RY02 / →
Adopting this cinematic filming technique in B-Roll style gave a dynamic performance; it's fluid and always moving. We constantly roll from one application to the next, focusing on the detail of the product and one user’s DIY journey.
