Iomega Retailvision
Way before cloud computing made terabytes of data available just about anywhere, Iomega was once “kind of a big deal.” There was lots of transporting of stuff on discs going on. And like anything we save, digitally and in the real world, it’s personal. Retailvision was an annual trade show held in San Francisco where retailers could get a peek at upcoming products. The client wanted to do something a bit different than a speaker at a podium with a PowerPoint presentation. The kicker? This multi-media presentation would only be shown once. Everything had to go off without a hitch. So my creative partner and I set about trying to do something that was less about the box or the disc and more about what the product did and, more importantly, why. We thought, “Okay, Iomega’s stuff stores things… like collecting things. Collections, yeah, like a fashion show. Fashion shows feature their collection for the season. What if we had each model product represented by an actual model?” Despite the wildly fast turnaround from concept, approvals, casting, wardrobe, props, shoot, edit, event coordination and more, all the pieces miraculously fell into place. At the event, the presentation format alternated between big-screen videos and the talent we had shot two weeks earlier. Between each video bumper, our talent would work the runway in real life as they presented the products to the audience. Even their outfits were accessorized with outlandish belts, earrings, and bracelets made from different Iomega media. Sure, everything has a shelf life, and the technology may be long dead, but this is still a favorite project to this day.