Our assignment was to create a 60-second product launch spot introducing the new Z Workstation, targeting multiple verticals with a long list of product features. Our client gave us three key messages: innovation, performance and reliability. In addition, the client wanted Aniden to come up with a powerful product tagline.

The first question we asked the client was, “Why is this product called the Z?” Absent of a reason, we felt our first task was to develop a concept giving the ‘Z’ a purpose. In crafting our story, it was important to focus on one vertical, animation, and one key product message, innovation. So, how do we tie ‘innovation’ with ‘Z’? Here lies our challenge.

In delivering our solution, we asked the question, “Where does innovation begin?” With ‘Z’ being the letter at the end of the alphabet, innovation has to begin with the end in mind. This is where our story begins. We delivered a concept effectively telling a compelling story of the entire creative process. It was a big idea explaining where big ideas come from. Innovation begins with the end in mind. Innovation begins with Z.