Epson

Top Image EFS

Watch the case study below to speed things along.

Engineered For Speed Case Study from Hinchion & Sons on Vimeo.

I worked on this with Joe Holt. We thought this would be a stupid-fun idea to make and watch. It didn’t have to take itself too seriously. We’d simply put an inkjet in a custom made race car and drive like a bat out of hell while printing at the same time. The inkjet just had to print the track faster than the car could drive it. Simple as that. Ahem.

The Film

This was the first big Pan European launch I’d worked on with Epson. They wanted to aim their new super-fast inkjet printers at the small business community. Companies who needed fast and low cost printers but also companies that were full of people who’d appreciate creative that didn’t speak to them in a corporate way. We were originally briefed to do a print and banner campaign but we took it a step further. This included a film of the race, online banners and EDMs, point of sale and PR.

The 2min Version

To be honest, even after a series of small tests, we didn’t know if the inkjet could handle the vibrations of travelling at speed. It would all come down to the race day. We had to do it for real and we had to capture it with on board cameras to make sure everything worked. And it did!

We got Phil Churchward involved. He’d directed countless films for Top Gear and we thought he’d add the appropriate amount of quality and chutzpah to the project. He immediately got us in touch with Ariel who were keen to produce a custom version of the Ariel Atom. It was kind of surreal and fun for me to be on the phone with Simon, the owner of Ariel, going through custom sketches and deciding what would make the car as aerodynamic as possible while still being able to print. (?!)

The Teaser

So while we were working all that out we made a bombastic teaser trailer to be shown at an Epson conference in Monaco. Something Joe and I shot, edited and did the animation for.

Engineered For Speed Teaser from Hinchion & Sons on Vimeo.

Online

View Engineered For Speed website

The film would sit on an Epson web page which we also designed and built. But would also be seeded out to car people and business people. We created the little speed icon to show how fast each printer went – up to 38ppm!

Rollover for that beautiful sound.

Press

Half Page DPS

Full page

We also got a great photographer, Richard Morris (aka Parabolique) involved to document the race day and take a press shot for us. (Something we had to do at 5am to get the right light) These documentary photos were then put onto a Flickr page and used in local comms and banners. There are too many good shots to feature here so go to the Flickr page while having a brew.