When Kawasaki briefed us on an entirely new sub-brand to be launched for 2020, we knew we were in for an exciting challenge. It was a career defining opportunity to create and nurture a new brand from scratch and we didn't take it lightly. After eleven months of planning and preparation, we finally introduced KRX to the world.
Two teaser releases, one launch spot and nine tech videos made this campaign one of the largest we had ever worked on. There had been rumors about Kawasaki releasing a sport Side x Side for years leading up to this so when we launched the two teasers, the media pounced on them immediately. They generated interest and prepped the market for our upcoming launch. I wrote this ad spot and it was unique in the sense that it didn't mention one thing about the model. Our intent was to excite and engage viewers with an experience, then push them towards the tech video series to educate themselves on the new model. There was so much unique tech crammed into this vehicle that we couldn't cover it in just one video.
Our goal for the photo shoot was to showcase the KRX and its capability, while also highlighting the amazing places you could go. The campaign was just as much about the adventure as it was the vehicle, so every photo we captured needed to look like an image straight out of National Geographic.
We shot at two different studios in California and three locations in Utah for this campaign. The production covered photo and video and required over sixty people to execute including five camera teams and a two-man drone team. We utilized the most cutting edge equipment we could get our hands on including a Porsche camera car with Russian Arm, Phantom camera and a prototype Fujinon lens that hadn't been released to the public yet. The Utah terrain was unforgiving to say the least, pummeling us with dust, mud, rocks and extreme temperatures. By the end of the four day shoot we were exhausted, but the sense of victory was undeniable. The end product was a launch unlike anything the industry had never seen.