Case Study: LiquidNano
- Aug 13, 2024
- 2 min read
The project at the center of this case study came from LiquidNano, a company that makes a special coating against pathogens and can be administered to surfaces in various ways - sprays, wipes, and even industrial cleaning solutions. Naturally, the big challenge was how to stand out among a big market of cleaning and hygiene products, a market that only grew bigger during COVID-19.
The challenge: How to make an unforgettable animation ad
With every video we make there is always the challenge of standing out in the crowd. But in this case, it was particularly true, not only because the market’s so big, but because the usual selling point has been done to death. We could have made a simple video ad emphasizing how effective the product is and how important it is to be hygienic during this global pandemic. But the viewers already know all of that - they’ve heard it from the rest of the competitors!
So what could get the message across in a new way?
The solution: Stepping back in time to show the future
LiquidNano’s biggest selling point is its innovation. It’s all about scientifically-backed products, and particularly about nanotechnology. We knew this would be our way to figuring out how to help them stand out.
We decided to commit to this futuristic vision... by returning to the past. The idea was to reference an old animation style from the 1950s called UPA. We referenced it in every stage, from the script and voiceover style, to sound effects, and of course the illustration and final animation video.
By reminding people of the past, we could emphasize LiquidNano’s brand as the company that brings with it the future. The effect was double: first, the past-future idea helped us get the message across in the clearest way possible. Second, the nostalgic feeling helped make the video fun, unique, and very memorable.
Conclusion: Opposites help us define things
The client was very enthusiastic about our video, from the moment they first heard the concept and until the final video was out making waves. It was a risky move to go for a concept that revolves around the opposite of the brand image - but it was exactly that opposite which made the brand’s innovative message so powerful.
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This is a great example of how creative storytelling can make a brand stand out in a crowded market. Rather than relying on the typical messaging around hygiene and pathogen protection, the team found a unique angle by combining a futuristic product with a nostalgic 1950s-inspired animation style. That contrast immediately makes the campaign more memorable and engaging.
I particularly like the idea that opposites can help define a brand more clearly. By looking to the past, LiquidNano was able to emphasize its focus on innovation and advanced nanotechnology in a way that felt fresh and distinctive. It shows that effective marketing is not just about explaining what a product does, but also about creating an emotional connection and a…
What stood out in this case study was the decision to avoid the obvious approach and instead use a nostalgic 1950s-inspired animation style to communicate a forward-looking scientific product. That contrast made the message feel more memorable without overshadowing the technology behind LiquidNano. It’s a useful reminder that effective storytelling often comes from presenting familiar ideas in unexpected ways rather than simply highlighting features. The explanation of how creative direction supported the brand’s positioning was particularly insightful. The same principle applies across many fields, including academic communication, where clarity and originality matter just as much as they do in Assignment Help UK discussions.
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