Making An Impact With Coral Tools
Creating imagery for an exciting exhibition stand and full range of digital assets.
An innovative brand
Coral Tools is a UK based decorating equipment brand creating innovative products for tradespeople that enhance performance and help them complete the job to the highest of standards. The company aims to create products that make projects easier, faster, and more affordable for highly skilled tradespeople.
Prodoto were approached by Coral Tools for help on getting their brand messages across to their customer base with several projects that contained lifestyle photography, engaging stills and exciting videos that could deliver impact. What really started our imaginative spark for the project was the inclusion of a huge 4m x 10m exhibition stand at the National Painting and Decorating Show!
Our vast experience in generating imagery that makes an impact for brands meant that we were a perfect fit for Coral. Our team were raring and ready to go for this one with its vast array of assets, creative elements and large scale exhibition stand.
The Brief
The main element of the brief was Coral's enormous exhibition stand which was made up of three separate screens. The screens contained 136 LED tiles that each measured 30x30cm, allowing for sharp graphics and an ability to generate immediate impact.
The screens surrounded a central display area which products would be exhibited in, and the creative also had to account for two counters situated in front of the main screen, each containing their own LED panels.
Despite the complexity, the Prodoto team had a large blank canvas in which they could be creative and make an impact on the big day.
But the project wouldn't be stopping there, Coral wanted us to produce a full suite of versatile assets for sustained use across digital platforms.
This included lifestyle photography, with our set build department creating the perfect living room environment to showcase the products right here in our studio.
Such a multi-layered brief gave us the opportunity to be creative. We soon got to work on the concepts, making sure to match Coral's branding direction for each product.
Different Brand Directions
Coral wanted to showcase three of their leading brands, which each required a different set of assets that had varying messages, moods and feel.
Maverick: premium quality, stylish tools aimed at professionals and specialists within the painting and decorating industry.
The approach for this brand included engaging content such as macro shots, teaser imagery, animations, slow motion and bold use of colour. We were also keen to show precision and accuracy in the lifestyle shoot.
Coral: an innovative brand with tools that make decorating more efficient and hassle-free.
Here the concepts included detail and lifestyle shots demonstrating the products - a clean feel was wanted as to not distract from the clever features.
Earthwise: a brand focussed on sustainability, with innovative ways to enable easier recycling and minimising waste for eco-conscious consumers.
For Earthwise, we set out to create imagery that reflects the eco-friendly qualities of the materials used throughout the range using subtle colour tones.
We soon got to work, using our multiple teams and expertise to meet the brief and throw in some added creativity along the way to showcase the paint brushes, rollers, and solution orientated decorating equipment.
Picking Up Tools
To create the look, precision set ups, dramatic editing and slow motion effects were all produced to build content for the exhibition stand and wider assets.
Using Lifestyle Photography
Opting to use lifestyle photography in the project meant we were able to show the tools' ease of use and helpful features.
After working with Coral to decide on the brand feel they wanted, our set builders went on to create a life-like setting that the target audience could relate to.
A model was also brought in to showcase the products, whether this be the precise finish provided by the brush filaments, or highlighting handy solutions to painting and decorating woes. The model was guided by a professional decorator to ensure the images produced would appeal to the top tradespeople in the industry.
Setting The Right Brand Tones
Each brand required a different style which allowed our team to get creative. The very nature of the painting and decorating products suited clever use of colour to make the imagery stand out and match the brand's spirit.
We showed the professional Maverick paint brushes and rollers in a moody setting with strong accents of the brand colours evoking precise performance and carrying motivational messages within the bold courageous design. The creative decisions aimed to appeal to the brand's aspirational trade audience that search for the best tools on the market - perfect for the exhibition stand.
This contrasted with the Coral and Earthwise ranges, which we shot with earthy tones and pastel colours. For Coral, the aim was to show the decorating tools as innovative and well designed to reduce hassle, removing distractions and focussing on the features. Whilst for Earthwise, we wanted to communicate the eco-friendly design through the images, with this ethos at the heart of the brand.
Getting The Video Rolling
Several videos were created as part of the project, with the main focus being the big impact exhibition stand.
We worked with Coral to understand their needs and packaged up the video for use on a range of digital platforms to provide Coral's social media and web teams with a myriad of high quality bespoke content shot at different orientations.
The Maverick videos were filmed and edited to generate maximum impact - the creative lighting, glitch effects, sharp bold colours and slow reveals all working together.
The videos highlighted key innovative features such as the twisted filament for the S series and the tapered filaments for the X series. We achieved this using CGI to capture the audiences imagination and immerse them in the content.
Again, we contrasted this with the Coral and Earthwise ranges, with a slower pace and fewer transitions, helping to position the products as accessible for a wider audience of DIY'ers.
The Exhibition Stand
With all the pieces of content ready, our team set about transforming them to fit a four meter high, ten meter wide screen. The assets were knitted together, showing the three brands in sequence over the product display.
Before the big day, our Head of Creative Steve provided Coral with a visual of how the video would look on the stand. Safe to say, you can see the size and scale of the final product!
The Big Day
As the day came around, the Coral Tools stand was the largest in the auditorium, and generated the desired impact with our creative videos bursting out of the screens. Here's some photos that Coral took at the exhibition.
The video was recognised by DesignRush in their best Video Design Awards, view our profile.
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