Ishida X-RAY Range
Making complex technology simple.
When Ishida needed to communicate the benefits of its X-Ray inspection range, we wanted to
find a way to make a highly technical subject feel engaging, distinctive and unmistakably Ishida.
The answer came from an unexpected place.
A Japanese idea, reimagined.
With Ishida’s Japanese heritage at the heart of the brand, we looked to a uniquely Japanese visual device: nesting dolls.
The concept gave us a simple, elegant metaphor for what the technology does - revealing what’s hidden inside.
It also gave us a way to communicate the technical benefits of the X-Ray range without relying on conventional
product animation or complex 3D models of the machines themselves.
A familiar cultural reference became a powerful storytelling device.
ONE IDEA. AN ENTIRE CAMPAIGN.
The film became the hero of a wider campaign. Because everything was created in CGI, we could build the world once and then keep evolving it.
We could reposition the camera, change focal lengths, reshape the lighting and move individual elements within the scene to create an entire library of campaign imagery. The result was more than a film.
It was a flexible visual system designed to work across multiple touchpoints.
BUILT FOR EVERY SCREEN.
The resulting CGI assets could be adapted for social, web, digital campaigns and physical environments,
all while retaining the same visual language. One of the major benefits of the imagery being created digitally from the ground up,
was that it could scale from a social post to huge exhibition stand graphics without compromising detail or quality.
One creative idea. Multiple formats. One consistent campaign.
