Industry:
Robotics
Market:
B2B
Scope of work:
Video, Product photography
Highlights:
• Cobot was founded in 2018
• Headquarters: Toronto, Canada
• 50 employees
Challenge
Cobot Intelligence is devoted to protecting the human element of manufacturing, making robots that integrate seamlessly with their customers’ existing workforce. They wanted to showcase just how approachable and intuitive their robotics system is, in contrast to the sterile and complex alternatives on the market.
But the industries they serve needed more than just a promise that collaborative robots could help their manufacturing. They needed to understand the process. They weren’t looking for another explanation–they were looking for evidence.
In order to make their technology as compelling as possible, we needed to craft content that would demonstrate Cobot’s market superiority and technical trustworthiness.
Approach
Unveiling utility
How do you showcase a robot as both brilliant and friendly without relying on R2D2 noises?
Instead of turning to gimmicks, we chose to highlight the human element interacting with the Cobot solution–to reveal how perceptive and effortless it is for a customer to include these robots in their existing workflow.
We wanted to tell the story of Cobot’s unique success in simple terms, taking nothing for granted. This was in stark contrast to a robotics industry that presumes their customers already have the knowledge and appetite to build a highly technical system for themselves.
Work
Engineering elegance
We created over fifty content assets for use across multiple platforms for Cobot Intelligence. We shot footage and photography of the robots in-action, gliding along with their human counterparts in synchronized efficiency. We blended the footage with interviews featuring experts that educated potential customers on Cobot’s customized solution process, to emphasize their careful and thorough methods. We shot these assets on location, building a studio in their facility to best capture the elegance and sophistication of the Cobot system.
Machinery on message
Instead of making them move their technology to us, we built a studio right on their factory floor–to showcase their flagship sanding robot in the best possible light. This allowed us to catch the granular details and complex movements that most people miss.
We staged a handful of interviews with Cobot Executives and industry experts. We captured what was unique about Cobot and their process. Instead of focusing on features and details, we decided to frame these interviews as a testimonial–putting the emphasis on how Cobot will bring their customers into a revolutionary future. Instead of making “one size fits all” products, Cobot solves problems first–and builds a robot to meet that need.This uncommon approach became the driving cadence beneath our storytelling.
Advertising the automation
We also crafted an edgy product reveal video to introduce one of Cobot Intelligence’s main offerings: the Cobot sanding solution.
In our preparation to promote this offering, we discovered one of the hindrances to the adoption of such sophisticated technology. Before a potential customer will consider a robotics solution like this, they ask, “will this product work alongside us?” Sometimes the emphasis is placed on automation, removing the human element entirely. Sometimes, other advertisements emphasize the human operator’s oversight, making the robot look like an accessory to their will.
We decided to focus on the interplay between the robot and its operator, framing each shot as an elegant dance between two equal partners who anticipate each other’s movements–and achieve much more together than they could accomplish alone. To bring this point home, we went against the expected stereotypes of the industry and ended the spot by having the craftsman carry his finished product out the door and into nature–revealing how Cobot’s manufacturing solutions only compliment the time-honored traditions of the trade.
Cracking the code
How do you reveal just how helpful a robotics system will be for your customers, without overwhelming them with technical details? We designed a selection of videos to serve as a response to the most immediate questions Cobot’s potential customers were asking.
While these videos were technical in nature, we shot on location to illustrate the robotics principles underneath their expert explanations.
The results
In only two short months of collaboration with Cobot Intelligence, we successfully launched their new content campaign–introducing their brand to the world, and showing businesses the benefits of using Cobot to solve their manufacturing challenges. The response to the new video and photo content–both from the Cobot team and their own customers–was overwhelming.
We’ll continue to work with Cobot to establish their brand as a leader in the robotics space through visual content.
Content
Video
Product photography