BKRS
"PROJECT
FOR BKRS, WE CREATED A CORPORATE FILM AND A SERIES OF PRODUCT IMAGES THAT CAPTURE THE SCALE, PRECISION AND CRAFTSMANSHIP BEHIND THEIR WORK. WITH MORE THAN FOUR DECADES OF EXPERIENCE IN CRANE SYSTEMS, BKRS OPERATES WHERE ENGINEERING MEETS PRACTICALITY. EVERY SYSTEM IS DESIGNED AROUND A SPECIFIC CHALLENGE, A SPECIFIC ENVIRONMENT AND A SPECIFIC NEED. WE WANTED THE CONTENT TO REFLECT THAT. NOT JUST THE MACHINES THEMSELVES, BUT THE PEOPLE, THE PROCESS AND THE KNOWLEDGE THAT GO INTO BUILDING THEM. A VISUAL IDENTITY FOR A COMPANY WHERE EVERY DETAIL HAS A PURPOSE.
"APPROACH
NSTEAD OF SIMPLY DOCUMENTING THE PRODUCTS, WE LOOKED FOR THE MOMENTS THAT SHOW WHAT MAKES BKRS DIFFERENT — THE PRECISION OF THE WORK, THE COMPLEXITY OF THE SYSTEMS AND THE PEOPLE WHO KNOW EXACTLY WHAT THEY’RE DOING. FOR THE CORPORATE FILM, WE COMBINED WIDE, CINEMATIC IMAGES WITH CLOSE-UP DETAILS AND HUMAN MOMENTS. THIS CREATED A BALANCE BETWEEN THE SCALE OF THE MACHINERY AND THE CRAFT BEHIND IT. THE PRODUCT PHOTOGRAPHY FOLLOWED THE SAME PRINCIPLE. CLEAN, PRECISE AND PURPOSEFUL — SHOWING THE PRODUCTS IN A WAY THAT FEELS AS ENGINEERED AS THE PRODUCTS THEMSELVES. THE RESULT IS A VISUAL STORY THAT DOESN’T NEED TO EXPLAIN THE COMPLEXITY.
