ADVERTI SEMENT FEATURE | G -TECHNOLOGY AND SAND I SK
MONSTER CARDS SanDisk and G-Technology demonstrate how their world-class products can be used on any film production – even a commercial for a monster car – but how do you do that? Why not make them part of the story?
SANDISK AND G-TECHNOLOGY are two of the biggest names in digital storage, helping filmmakers all over the world capture, edit and store their precious footage. As well-known and respected as their products are, though, greater visibility is always desirable. But how do you make a campaign about something so instrumental to the process, yet so embedded within it? It’s easy to glorify cameras, lenses and lights. Even rigs and supports, as they’re big and dynamic, but hard drives and memory cards? That’s more difficult. Despite everything in filmmaking being reliant upon them, they’re virtually invisible by design. They’re part of the machine. LIGHT-BULB MOMENT Then a clever idea was hit upon. Why not create a series of ‘making of’ shorts? Shorts showing G-Technology and SanDisk products for what they really are – an essential part of filmmaking. The short
behind-the-scenes films would show the entire workflow and processing chain of various storage media, from SanDisk’s MicroSD, SD and CFast2.0 Cards to G-Technology’s portable SSD RAID.
The idea was simple, effective, but… missing something. There was another problem. How do you make a ‘making of’ without an ‘of’? Fabricated behind-the- scenes content would quickly be spotted by G-Technology and SanDisk’s discerning users, so something real was required. A subject was quickly found in the shape of German TV station DMAX (Discovery Networks Germany) and the US car importer and refiner Karl Geiger of GeigerCars.de, who has a show on the channel. The show was set to feature the first of only two 2018 Dodge Challenger SRT Demons, the world’s most powerful production car to come to Europe. The concept of shooting a commercial promoting the show was a perfect fit for the TV channel, and it allied SanDisk and G-Technology to a proper ‘influencer’,
IMAGES Various media would be shown like SanDisk’s MicroSD, SD and CFast2.0 cards
“The behind-the-scenes films would show the entire workflow and processing chain”
80 DEF I N I T ION | SEPTEMBER 20 1 9
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