Lynxeo Cable
Lynxeo approached Definition(Agency) with a brief: create a video to showcase a new motion line cable for an upcoming trade show—before the product had even entered production. Working with limited reference material and a compressed eight-day turnaround, the project demanded both speed and precision. The solution was to lead with 3D renderings, allowing us to visualize the cable at production quality while simultaneously exploring multiple angles and use cases for the storyboard phase.
Process
Lynxeo provided rough visual references of the new cable, which served as the foundation for creating high-fidelity 3D renders. Since the product hadn’t been manufactured, 3D visualization became essential—not only to deliver a polished end product, but to give the client confidence in the design before committing to production tooling.
A 3D model of the cable was built, textured, lit, and rendered in Cinema 4D and Redshift. The cables were constructed using a combination of cloners, splines, and the sweep object, with custom materials developed entirely within the Redshift node editor. This technical approach allowed for photorealistic renders that elevated the cable’s perceived value and would later provide a library of visual assets for the video.
Style Frames
Storyboard
Once the style frames were approved, storyboarding commenced. The script was provided by Lynxeo, who asked for visual suggestions to enhance the narrative and champion specific cable features. The storyboard was designed in Adobe Illustrator and mapped out how each key feature could be visualized in a compelling way.
A critical advantage of the 3D approach was creative flexibility. The cable could be framed and animated in multiple ways—cross-sections, dynamic motion sequences, close-ups of connectors and materials—allowing us to maintain visual variety while reinforcing product benefits. This diversity was essential to keeping the video engaging while highlighting the upgraded specifications Lynxeo wanted to emphasize.
With the storyboard locked, video production progressed efficiently. A combination of 3D-rendered shots and curated B-roll (including motion graphics and product detail footage) brought the storyboard to life. The pre-visualization work eliminated ambiguity on set, resulting in a focused and streamlined production schedule.
Delivery
The pacing balances technical detail with visual interest, ensuring both engineers and procurement teams find value in the narrative.
The video was delivered ahead of schedule and within budget. Lynxeo deployed it at the Smart Product Trade Show in Nuremberg, Germany. It reinforced the Motion Line Cable’s position as a premium offering.
Impressed by the quality of the 3D renders, Lynxeo commissioned the cable imagery for printed marketing collateral distributed at the trade show, extending the value of the 3D assets into the physical space and maximizing ROI on the production.
