Muscle failure and fitness humiliation one shredded victim at a time
Primex founders’ needs were simple: They had created a revolutionary HIIT-inspired new workout machine and they required comprehensive branding and booth design to formally launch it on the mainstream fitness marketplace at the 2015 Health & Fitness Association (HFA, formerly IHRSA) annual conference and trade show in Los Angeles, California.
Primex
Product Rendering / Brand Integration
A critical component of the product’s official launch, Massive’s detailed renderings and related video of the Primex machine graced all media and marketing outlet opportunities. The final stage of the 3D visualization process, 3D rendering creates a photorealistic 2D image from 3D models and requires a specialized understanding of related software and an artistically inspired hand. Massive’s renderings held pride of place at the HFA trade show booth and continue to be a central component of all digital and print collateral.
Massive built collateral and positioning around the brand to situate it both as a direct-to-consumer experience and B2B-tiered and -priced commercial gym opportunity. The simple concept — a full HIIT workout in as little as 10 minutes — begged equal simplicity from the marketing design. Reds imbue a sense of coursing-hot, blood-rushing effort across all collateral, from traditional print media to the trade-show booth. Explosive energy is visually realized in prismatic shapes blown apart across posters and booth decor. Intent on industry disruption, the Massive-envisioned Primex booth — which included athlete demos, live instruction, ipad kiosks, and dynamic camera visuals all orchestrated and arranged by Massive staff — landed with a literal bang at the show. The interest was instantaneous and absolute.
