CASE STUDIES

 
 
 
 
 

THE LINCOLN MOTOR COMPANY

Service Into Lifestyle…

The Lincoln Motor Company asked us to produce automotive service videos for their e-campaigns. Our three part mission was to elevate service into a luxury experience; to definitively sell service; and to create assets for future distribution.

 
 
 

With a 7-year track record for our client both as a Tier 1 and Tier 2 supplier, we came to this job with love and understanding for the brand. After our and their research proved that no company had yet succeeded at our mission, their execs asked us to base our new campaign on a dealer meeting video we’d just completed for them, about the future of automotive service. 

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We saw that existing service ads just weren’t catchy or specific enough to be attractive. The exec in charge of our campaign was inspired by a phrase exemplifying the company’s clients—“Being Your Best You.” We decided to integrate all of Lincoln’s messaging on luxury into the point of view of five ideal Lincoln clients. We would create first person branded stories starring clients with high aspirations, in which the client’s voice spoke both for The Lincoln Motor Company and for their own deepest passion project: flying a small aircraft, cooking a gourmet meal, climbing a mountain for the first time.

We shot these spots in luxury locations and a Lincoln vitrine dealership. Original music echoed a feeling of calm yet thrilling opulence. Original sound effects punctuated transitions to Lincoln service moments from the client point of view, featuring hero shots that showed automotive service at its best. At all times we focused on the wonder and newness of personal discovery.

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This campaign was wildly successful, bringing praise from viewers and execs alike. The creative process hinged on precisely catching the wave of a social trend—the transition of focus from pure manufacturing, into effortless service that if done right, frees clients to pursue their deepest passion.

 
 
 
 
 

lEXUS / AI

A WHOLE NEW WORLD

 
 

For 12 years, Cyberia has partnered with the Maritz Agency in providing video production to Lexus for their annual national meetings. This year, we were tasked with transforming normal driving footage of new Lexus automobiles into something that would captivate dealers and help propel them into the future. The central focus needed to remain on the cars, but they needed glitter and dash. The resulting videos were to be played on multiple giant LED screens. 

Our solution was to massively enhance the Lexus footage. We would rotoscope the cars and replace the camera-shot backgrounds with gorgeous AI-generated backgrounds and roads in invented 3D environments. Our environments would span an ever-changing and evolving spectrum of genres: a pencil sketch to a Van Gogh painting; post modernist to rugged futuristic. We would even take Lexus to Mars. We would remove the original backgrounds, then create reflections, shadows, speed vectors and other features to virtually ground the speeding cars in realistic-seeming 3-D space. The result would be hypnotic and engaging, with refreshing, entertaining surprises.

To accomplish this, we faced many challenges. Half of what we wanted to do hadn’t been invented yet. One of the five toolboxes we used was as yet unable to work at the high resolution we needed. We decided to create a unique work flow using not only AI, but also existing 2D modes at high resolution and at more functional stages of development. The result was a series of exciting backgrounds that brought Lexus vehicles, accurately and dramatically, through one stunning, individual world after another, beautifully speeding toward the future.

 
 
 

RSA CONFERENCE

17 Years of Entertaining Tech Branding

Every year since 1991, the founders of internet security have invited their industry and its influencers to gather at The RSA Conference, the pre-eminent cybersecurity event on the planet. For 17 years, we’ve been tasked with synching the diverse input of multiple companies and creatives into RSAC’s ever-evolving message.

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As a Tier 1 and Tier 2 supplier, we’ve produced between 7 and 25 video deliverables annually: event openers, documentaries for key anniversaries and emerging situations, infomercials, videos for special exhibits and promos. Some of these are live and others pre-produced, and all are widely screened on various platforms and across each hosting city. 

For seven years, this event has opened live at the Moscone Center, San Francisco, with a show featuring celebrity actors—John Lithgow, Helen Mirren, George Takei. We’ve merged their distinctive styles and voices with the annual themes to produce memorable content. Each year the client’s needs are different: we’ve created richly orchestrated documentaries, we’ve done backgrounds using AI. Our media has helped to bring depth and contest to the issues facing the community each year. Our videos have received standing ovations and been screened around the world, winning awards along the way. We’re proud to have helped RSAC to grow from a few thousand attendees in one location, to tens of thousands live and millions across the globe, in an engaging, dramatic, visual and thoughtful manner. We’re now revving up for next year’s event. We’re working to help make it 100% fresh, substantive, and great.

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ARMOR GUYS

To brand their entrepreneurial new product for Chinese as well as American consumers, Armor Guys asked us to create a campaign featuring graphene—“the material for the 21st century.” We were tasked with explaining the origins of this revolutionary material and—while keeping proprietary secrets—dramatizing how graphene functions when woven into innovative textiles. Armor Guys desired the campaign to multi function as a sales pitch and as a fact piece for customers. . .

This first job for Armor Guys turned out to be a revelation in process. We needed to thoroughly research graphene—its chemistry, history, mechanics, technical aspects and appearance. This involved working closely with clients who were focused on inventing and protecting a very rapidly developing, proprietary industry.

In this first year, the clients decided they needed three spots—a spot introducing graphene, a second introducing Armor Guys gloves, and a third combining the two; and we came up with a flexible brand language that they felt profoundly expressed their values. Our design, style and content echoed features inherent in graphene itself—simple and clean, made of humble substances, yet modular and multifunctional.

The resulting spots dramatize how Armor Guys transforms graphene into durable work gloves that perform better than any work glove previously made, engaging both customers and clients with the huge potential inherent in a range of potential graphene products. They explain why textiles made with graphene can be thermogenic, resistant to bacteria, cutting, sunlight and enormous changes in environment, rigid or flexible as needed... and the list goes on.

The clients were thrilled at our non-boastful, modern approach. We won a MarCom Gold award and grateful praise. The spots were successfully used to boost that season’s sales a hundred percent and have been used every season since. We have also become the go-to video production company for Armor Guys as they annually launch new graphene products.

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