The lean team consisted of photographer, producer, writer, developer, art director and myself leading the creative vision as well as user experience and design execution. Our idea was to create a parallax website that integrated their Up-Blade campaign, manufacturing process and high quality range of saw blade products in order to educate the user. The story flows along the length of a LENOX blade keeping the product as the hero throughout the experience.
A series of short videos were produced to break down the complex selling points into easily digestible segments. Using a phantom camera to showcase the precise detail of the blades we were able to make these videos both compelling and entertaining. We also created an online tool called the "Blade Selector" to help the customers determine exactly which type of blade they would need for their custom jobs.
Through work on this project I was able to gain substantial personal growth acting in a lead role as creative director, user experience architect, and learning about emerging technologies in parallax and the power of the phantom camera.