QBT450 Product Launch Animation

Piers Menhinick
8 hours ago
2 min read

The QBT450 launch called for a visual story that expressed strength, precision, and design integrity. We set out to create an animation that not only introduced the new product but also captured the essence of what makes Steel & Tube’s systems stand apart: engineered performance and architectural confidence.

Design Approach

The creative idea centred around geometry. We used the strong, linear forms of the roofing profile and its structural system as the foundation for every shot. Each frame was composed around clean, deliberate lines that reinforced the product’s visual identity as a durable, high-performance solution. Finding each shot became a process of constructing each sequence, then carefully positioning the camera to emphasise form, depth, and precision.

Red wooden beams intersect in a geometric pattern against a deep red textured background, creating a bold and structured design.

Red wooden structure on a dark red background. Horizontal beams create a geometric pattern. No text visible. Modern, abstract design.

Colour and Contrast

Colour played a key role in the overall mood and brand presence. A restrained palette of teal and cool steel tones created a calm, architectural backdrop, while the signature Steel & Tube red provided the defining highlight. This combination allowed the red to stand out with purpose, signalling strength and brand confidence without overpowering the visuals.

Lighting and Material Detail

Lighting design was treated like another character in the animation. We balanced realistic metal reflections with stylised control of contrast, using highlights to accentuate edges and textures while maintaining focus on the geometry. The result was a piece that felt technical yet cinematic, grounded in realism but elevated through design.

Wooden platform with grid pattern on a dark teal background. Light wood tones and simple design indicate a calm, minimalist style.

Cross-section of a roof showing metal flashing installed on a wooden beam with nails ready. Grid pattern and teal background.

Close-up of a black metal beam resting on wooden and textured surfaces. The beam features a grooved and shiny interior. Neutral tones.

Motion and Structure

The animation’s pacing was deliberate and measured, echoing the rhythm of construction itself. Slow, confident transitions reflected the strength and reliability of the product, while dynamic reveals gave the structure a sense of weight and purpose. The movement was not about spectacle; it was about reinforcing the feeling of engineered precision.

Integration and Launch

The animation became the centrepiece of Steel & Tube’s QBT450 launch campaign, featuring across digital channels and presentations. It provided a clear and engaging way to communicate the product’s innovation, turning complex technical information into something instantly understandable and visually memorable.

Metallic panels on a wooden platform in a sandy, grassy desert setting. Rock and plants surround the platform. Earthy tones dominate.

A metal roof panel on a wooden base is set in a forest with lush green ferns surrounding it, suggesting a natural and rustic setting.

Metal panels on a wooden frame in a snowy landscape, showcasing sleek design and minimalistic style. Snow-covered ground adds a cold ambiance.

Outcome

Through careful use of geometry, lighting, and motion, the animation brought the QBT450 to life in a way that spoke to both architects and builders, combining design impact with technical clarity. A strong example of how visual storytelling can elevate product communication and reinforce brand strength.