The Future of Storage
For HARDER Logistics, we completely reimagined self-storage through film. A sensory experience in slow motion – for the most modern warehouse in Neu-Ulm.
Challenge
Imagine you have something important to store and are looking for the perfect place. That is exactly why HARDER Logistics opened a state-of-the-art, fully automated container warehouse in Neu-Ulm in June 2022. The capacity of this high-tech facility includes over 200 self-storage containers. From the very start, more than 150 containers were ready for business and private customers to store whatever their hearts desire. From garden chairs and document archives to vintage cars and heavy industrial machinery, everything finds a professional and secure home here. The highlight for you as a customer: you can access your unit independently, 24/7, via a dedicated app.
The brief for our video production was clear: show how versatile, cool, and simple storing items in this new logistics facility really is. The client’s original plan was not just to explain the special features in a rigid, technical way, but to make them emotionally tangible. For you as the viewer, the focus should be on the excitement of your own project and the joy of clearing up space.
Solution
As a creative film production company, we love to break with expectations. For the concept of this commercial, we consciously chose a purely aesthetic approach: we transform pragmatic storage into a sensory, tactile, and highly emotional experience. To achieve this, we looked for striking characters and charmingly showcased their individual storage cases. In the film, you see a lively grandmother picking up her vintage car for a joyride, a rocker roaring off on his Harley, and an engineer delivering a massive punching machine.
We designed the entire shoot around elegant slow-motion shots to plant the "easy-going" feeling of dropping off and picking up your prized possessions directly in your mind. For extraordinary, fluid camera movements throughout the hall, we used the Ronin 2 in combination with a lightweight crane and a 7-meter jib. This gave us completely new perspectives on the automated processes. In the subsequent editing and color grading, this visual magic was set to the classic masterpiece "La Habanera" from Bizet's "Carmen" – an extremely stylish contrast. The final outcome: six punchy 20-second social media clips and a captivating full-length film that proves how great modern storage can look.
„With this aesthetic and completely unexpected approach, we are taking self-storage to a new level and creating highly emotional conversion incentives for the brand."
- Jasmin Rolfs
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