While the Form 1+ appeared almost identical to its predecessor from the outside, the interior components were completely overhauled. I conceptualized a video that transitions through the diverse use cases of the Form 1+ before the audience is led inside the machine. The laser acts as our tour guide through the inner workings of the updated 3D printer. I created this animatic to use as a reference through production and post, in addition to selling the executive team on the vision.
When I pitched an elaborate CG flying shot through the machine, I honestly didn't think we'd have the budget or schedule to make it a reality. Then I found Studio Aiko. The CG studio based in Tel Aviv produced high-quality renders in record time. I worked back and forth with their team to refine the movement of the camera, create shading materials and match pacing with the voiceover and live-action footage.
The concept and style of this first campaign had an enduring impact on the company. It contributed to the Form 1+ being one of the highest selling SLA 3D printers at the time and influenced many of Formlabs' future product launches—even after I left the company. Many of the same production partners, actors and collaborators I originally sourced continued to be used. Each new printer was given the "deep dive" treatment, inviting potential customers to see inside the machine like they did with the Form 1+.
Glossy product videos weren't the only thing being produced at Formlabs. I produced a dozen doc-style case studies that showcased customers working on everything from engineering, art, medicine and architecture. In true startup fashion, these videos were made with a skeleton crew (often just me) in a quick run-and-gun style with minimal, inexpensive equipment.
When I joined Formlabs, their website was a janky Shopify theme that did the job during their kickstarter campaign, but was crippling as the grew fast. As a company that would rely almost entirely on direct sales instead of retail, a new website on a new platform was a must. The web dev team and I were given three months to research, prototype, design and develop a strong ecommerce experience that could convert sales. Product, industry and support pages were created in addition to a more robust checkout process.
The last aspect of my early work at Formlabs was creating a wide variety of branding material from illustrations, packaging, manuals, environmental graphics and marketing collateral. My most esteemed role was as the resident t-shirt designer.