Komatsu / Smart Construction
Once every three years, Las Vegas is the home to ConExpo, North America’s largest construction tradeshow. In 2017, Komatsu wanted to unveil to the public Smart Construction, and ConExpo 2017 was the perfect place to do it. Komatsu’s Smart Construction is a unique approach to the construction industry. GPS technology is quickly becoming a vital component of the construction industry. Komatsu set out to make it just as accessible for the smaller companies as it is for the larger ones. Despite this technology being turnkey, it still requires a decent amount of skills to use effectively. Enter Komatsu’s Smart Construction. Smart Construction focuses on education and customer service for Komatsu's new line of GPS integrated dozers and excavators.
In the past, Komatsu created films that only focused on its product for venues such as ConExpo. Seeing that Smart Construction was primarily a service-related product, I pitched to create a mini-documentary that mainly focused on the relationships between the Komatsu representative and their customer. This approach was a departure from their usual method of storytelling. To say they were a bit uncomfortable with the idea initially would be an understatement. I also quickly realized that I could play a much more significant role than I had anticipated in this project. So I took it upon myself to suggest additional solutions. Komatsu agreed with my ideas, and my responsibilities for the project grew. My role included creative consultant for client meetings, creative writer, director, interviewer, second unit camera, brand design/consultation, app design, director of still photography, animation, and post-production/editing.
The first time I presented the completed piece to the client, shortly after the lights went back on, one of the head honchos fell to the floor of the conference room and did a dog roll! I felt pretty good at that point that the project was a success.
The venue went on to be a huge success and provided a great unveiling for Smart Construction at ConExpo 2017.
Pre-Production
Script development and development of interview questions
Casting / pre-interviews
Brand development (display, photography, app, and film)
Product research
Presentation and meetings at Komatsu headquarters
Client support for Komatsu meetings
Assembly of film crew
Production
Filmed in 5 states (One 8-minute mini-documentary and ten additional pieces for app)
Director of still photography
Director of Smart Construction film
Display graphics
App design interface
2nd unit camera and primary drone operator
Interviewer
Post-production
Editing and animation (One 8-minute mini-documentary and ten additional pieces for app)
Oversee week of inaugural release of all applications at ConExpo
