“Tech Stories, Pt. 2” for X-Bionic
Following the successful rollout of the first Tech Stories last winter, the demand for deeper product insights was clear. The audience wanted to understand the technical edge that defines X-Bionic products.
I’m not a product developer, but I know how to translate complex engineering into a narrative that sticks. That means they told me what they wanted to say, then I told them how to say it. Funny, isn’t it?
In any case, part 2 drops in three stages. Each video is a surgical strike - integrated into a global marketing plan and perfectly synced with the launch of three seasonal icons.
Part 1: TerraSkin X03
To be honest, this story almost wrote itself since the TerraSkin technology already existed. The borderline dad jokes didn’t. But of course, this brand-new model has more to offer than its predecessors, and we made sure people would understand when the “father” of the TerraSkin explained it.
Part 2: Anatomix
Can a sock be a revolution? Well, the truth is, you have to try the Anatomix for yourself. But we also needed to explain and showcase it in a way that people immediately understand after listening to X-Bionic’s very own Matteo. Luckily, he is just as nerdy about socks as my script was about the technologies.
Part 3: Effektor
Compression tights that truly make a difference: The new Effektor. A fun fact about this one: I had actually never run in tights before writing this script. But after Flavio told me what he wanted to say, I obviously couldn’t resist trying them.
Credits
My role: Concept, Copywriting, Campaign Lead
Copywriter: Mike Stuart
Art Director: Deborah Stoleru, Tristan Paviot
Social Media Manager: Fleur Droog
Head of Marketing: Peter Jaray
Production & Co-Concept: out studio
DoP & Director: Jon Guler
Photographer: Fabiano Mancesti
Producer: Bryce Sieber