Feeding PC enthusiasts’ voracious appetite for speed has never been easy. But Western Digital managed to outpace even the fastest SATA hard drives on the market (including its own 300GB VelociRaptor) with the new 450GB and 600GB VelociRaptor. Packing 10,000 RPMs and up to twice the capacity, WD once again dominates the market with the world’s fastest SATA drive.
As WD’s partner, The Buddy Group was lucky enough to be tasked with helping to promote this powerful beast online. Working at VelociRaptor speeds, we needed to produce an online digital presentation that would top everything and anything WD had done before. In essence, we needed to bring the VelociRaptor machine to life in a microsite and (2) 30-second videos (one to play on the microsite and another version for YouTube). All of the projects would need to integrate imagery of the original velociraptor–a 75 million-year-old carnivorous dinosaur. The micro site would be translated into 14 languages!
Needless to say, the videos had to be fast-paced and visually exciting–an experience that even the most hardened PC enthusiast could get, well, enthusiastic about. To top it off, in order to meet the aggressive VelociRaptor product launch date, we only had about a month from start to finish for a project that could easily require three months. Think of every digital production step imaginable, from ideation, storyboard presentation, client approvals, 3D animation and wireframe, more client approvals, sound mixing, review screenings and then final client approvals. Keep in mind that every second of animation can equal hours of digital production time; so even the smallest changes made during the process are a big production (no pun intended).
Luckily, we have a state-of-the-art video production studio, DotLot. We also have a crew of very talented animators, designers, production managers and motion graphics and sound specialists—plus an executive producer and account executive to keep it all on track.
Creatively, the idea behind the video was to bring viewers inside the VelociRaptor hard drive virtual world in a fast pace, 3D-Tron-inspired visual experience. Viewers would get a sneak peek at the machine’s impressive internal working mechanisms and boast-worthy specs. The microsite would feature a red-eyed VelociRaptor, eerily staring at you and following your movements as you scroll the mouse–waiting to pounce on its prey.
The reaction we got from the final video screening was in a word, killer… Actually, in our clients’ words, according to Jai Lozan, Western Digital Sr. Marketing Specialist, “This is unlike any video we have done before for a new product presentation.”