The 2020 Teryx KRX® 1000 was primed to be Kawasaki’s biggest product launch in over three decades. To do it justice, we worked closely with Kawasaki engineering and R&D teams to ensure the incredible capability of this machine would be represented fully and authentically. Together we positioned the Teryx KRX 1000 for disruption within a monotonous UTV market.
Metaphorically speaking. Our in-house team hauled the Teryx KRX 1000 to the ultimate off-road proving grounds of Moab, Caineville, and La Sal, UT. The long-format launch film, detailed technical videos, and custom social media content were all captured and developed by yours truly.
Behind the Scenes
And this dream needed to be grand and lucid. Shot in three different environments over five days, our team captured full frame cinematography with RED Monstros and prototype large format zoom lens. To show the full capacity of the Teryx KRX 1000, we needed high speed Phantom footage at 1,000 fps with Sigma primes, shot in 8k. And to keep up with the adventure, we stuck it all on a Porsche Cayenne tracking vehicle.
This machine has three sweet spots: desert, forest, and rocks. It was necessary to show off the immense versatility and capability, so we gave the world a little taste of the UTV in each environment.
We’re also a one-stop shop for all things photo. From the snap of the camera to the final retouch, it’s all us. You can see the exceptionally photogenic Teryx KRX 1000 online, in print ads, in brochures, and more.
This UTV was built for the outdoors, but we also designed a fitting home on Kawasaki.com. Before it launched, we built a landing page that featured a teaser video and a countdown to create some buzz. A Model Platform Page (MPP) houses trim levels and high-level specs, an interactive accessory builder allows customers to personalize their adventure, and an extensive Build & Price platform when they’re ready to ride.
The Teryx KRX 1000 excelled in this environment too. We put together a comprehensive multi-level plan from launch to sustaining content, complete with organic and paid content across all media. Bite-sized adventure edits took Facebook and Instagram by storm, while longer format content circulated around YouTube, Facebook, Twitter, and IGTV. Ambassadors like Steve Austin and Jeremy McGrath.
Lucky consumers were transported into a fully interactive and immersive experience. They could choose their environment and experience full capability of the Teryx KRX 1000 on digital display.
Print and digital brochures let side x side junkies get into epic visuals and comprehensive specs of the Teryx KRX 1000.