A rock crushing product launch

W COMMUNICATION AGENCY
ART DIRECTION
2017

This project was done in 2017 during my time as Art Director at W Communication Agency. Copy: Paul Steele. 3D illustration and animation: Bästa Kompisar.

Sandvik is a global, high-tech engineering group and leading equipment manufacturer for rock processing solutions. I developed the visual concept for their world-wide launch of their CS550 Rock Crusher.

The low angle view and high contrast lighting of the rock crusher cast the CS550 as a super hero. It is further strengthened by the tagline Not all heroes wear capes. The rock crusher was introduced at Conexpo, a large trade show in Las Vegas, where it received significant interest.

This project was nominated for the Swedish Publishing Prize 2017 in the category of informational video. Check it out below.