TASKI ULTIMAXX

Introduction

TASKI, the leader in floor cleaning machines, released their flagship floor scrubber in 2022. Our task was to create a range of content to showcase the endless possibilities the product can be used in. TASKI produce the “Ultimate Cleaning Machines”, and aptly named their flagship product the ULTIMAXX.

My role in this project was as a director, producer, second camera op and editor. The copy writer at Mulberry created the scripts and I employed a freelancer to come in as a gimbal operator/first camera op. This was because it was easier for me to liaise with the client who was on the shoot. The following is a simplified breakdown of the pre-production deck I had produced with the final result at the end.

Objectives

  • To spread awareness even more and make sure users understand the new ULTIMAXX technology and what makes it so unique
  • To get the audience to engage with TASKI 
  • To increase interest in the product and sales

Execution and Breakdowns

Through internal discussions, we came up with the idea of “Solutions to Customer Paint Points”. A series of 8 x 60s films illustrating customer paint points and the technologies of ULTIMAXX that can sort them out. 

As there was a large amount of films covering many different pain points, technologies and sectors, we detailed out what will be in each film. Images of the breakdown below.

Product Setup

The next stage was being a bit more detailed with what product  features would be shown for each video. Below is a table of product features against sectors.

Shot List

We created a baseline shot list that we needed to get for each location, cross referenced against which video it was needed for

Schedule & Locations

We detailed out the created a baseline shot list that we needed to get for each location, cross referenced against which video it was needed for

Talent and Wardrobe

Stills

Moving Image

Rensair Brand Film

Company Overview

Rensair design and make premium air purifiers. The technology they use is a mixture of HEPA filters and a special passage way that pushes air through a UV lit barrel.

Brief - In Short

Introduce the Canary as the brand idea
The canary is a symbol of peace and safety. 

State our belief
At Rensair we believe everyone has the right to clean air.  

Why should you believe we are expert
We initially developed our machines to the standards required at Danish hospitals and have continued our obsession with excellence ever since.  

Learn what you need to know
You can learn about all the key issues in our guide, ‘Let’s talk Indoor Air Quality’.  

The Rensair advantage
We know our machines are better – we are experts and our machines have been verified by medical establishments and government bodies.  

Script + Actions

Based on the brief above, I worked with the Copy Writers to come up with a script. I then wrote actions against the script so the client would know what would be happening on screen. This was created and approved before the storyboard was created.

Storyboard

After the script + Actions were approved, we created a storyboard which acted as the shot list. 

Actions for Canary

As we were working with animals, we were required to be super specific at which actions needed to be completed by the bird. This list was written out so no surprises/assumptions/misinterpretations would be made by the client on the day.

Schedule

It wasn’t a super complicated schedule as we were based all in one location and had only a handful of different setups, but best to have a plan written out to make sure we don’t go over the working hours of the day.

Equipment

Equipment list written out for crew organisation and client expectations. 

Studio Location and Setup

As to cover all bases, I drew out a plan so the crew knew what to setup.

Wardrobe

Moving Image

One of several edits created. This one was put on the website homepage so was cut down to <40s. We also created a 15s and a 60s.

Still Images

BTS

TASKI AERO

Introduction to the project

This project was one that was lead by the Creative Director of Mulberry MC. I worked closely with the CD to sort out logistics of the campaign photoshoot (which I unfortunately couldn’t attend) but did organise and shoot the sector imagery which is composed of stills and moving image. All of the campaign story and theme was created by the CD and accounts team, I’ve put some highlights here to give a back story to the project.

Objective - Make TASKI Famous...

  • Broaden awareness of the TASKI AERO range

  • Increase market share by reaching new audiences

  • Target ‘Hospitality’ audience in G7 countries (Netherlands, France, UK, Germany, Switzerland,Italy & Spain)

Thematic Imagery - The Silent Revolution

A series of images that will encompass three sectors, in addition to the core campaign imagery.

  • The silent revolution for Hospitality

  • The silent revolution for Offices

  • The silent revolution for Healthcare

The Story - The Silent Revolution

Welcome to a new era of ulta-low noise level, super-efficient cleaning. Thanks to the TASKI AERO patented whisper technology quieter, more discreet, daytime cleaning will become the norm. While the ergonomic, low profile design creates a new standard as one of the most efficient, easy-to-use vacuum cleaners in the professional market.
 
Cleaners of the world unite… labour shortages and greater mobility are making unsociable working hours less attractive. The TASKI AERO range unites the employers economic needs with the social benefits staff have been crying out for. And, thanks to our state-of-the-art air filtration system, it provides a better working environment for everyone.
 
Isn’t it time your business joined the silent revolution?

Messaging - The Silent Revolution

THE SILENT REVOLUTION…

The campaign theme and lead message

CAMPAIGN FOR CLEANER AIR…

The filtration story, now you can achieve 5-Star air quality

THE ECO WARRIOR…

The ECO story, outperforming EU legislative guidelines

Product Features

Indoor Air Quality

HEPA filters mean the exhaust air from the vacuum isn’t dirty

More Sustainable

Reduction in energy used versus industry standard

Daytime Cleaning

Considerable reduction in decibels when in use versus industry standard vacuum cleaners

Mock-ups

Campaign Imagery

To be used for launching the campaign in publications and online out reach

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Sector Imagery - Still & Moving Image

To be used on social media, websites and brochures