Build the impossible

SomethingAdded presented a dual challenge. On one hand, to demonstrate the robustness of their industrial 3D printing platform; on the other, to convey the unique feel of their custom insoles to runners. To address this technical/emotional equation, we developed hybrid content, a cross between a mini-documentary and brand content. The narrative is structured around three chapters: engineering and technology, sports experience, and industrial platform. Each sequence is tailored to its target audience to create a complete immersion into the revolution they are leading. Specifically, we delivered: a 2'30'' main film, three 30'' vertical variations optimized for Instagram and LinkedIn, and a bank of 40 ready-to-use lifestyle and product photos.