Behind-the-scenes documentary of the IPS Ivocolor video
The IPS Ivocolor system comprising universal stains and glazes was introduced to the market in October 2015. Read about the complex creative process that was involved in the development of the product image for the advertisement of the new product.
Many questions in the beginning
In the beginning there were many questions: For example, what can be done to present this type of product in an exciting way? How can the uses of such a product be demonstrated clearly and effectively? How can the colourful and esthetic qualities of liquids and powders be shown to their best advantage? Powders and liquids are certainly not as spectacular as the latest model of a popular sports car manufacturer.
One thing was certain right from the start: Whatever would be done had to be faithful to the product. Any decorative elements would have to be avoided. Nevertheless, the unique selling point of IPS Ivocolor would have to be visualized: “one universal staining material for all* products”.
A film rather than photographs
- What can be done to show the material in action and to produce beautiful images in the process?
- How can these active impressions be visually captured – how is the right moment for shooting a picture determined?
Much creativity needed
Six people worked on the confined film set: two photographers, one camera man, one camera assistant, on lighting technician and one art director. Together they tested a variety of possibilities. A special device was commissioned from a local carpenter, with which the liquid product could be splashed to create special effects. An oversized balloon was tightened on this device similar to a trampoline, which allowed the liquid product to be flung into the air. The photographer brought along a subwoofer from her band in order to generate vibrations. The crew used a ruler to catapult the colourful powders. Sometimes the simplest of tricks produce the best results.
How did you like our “the making-of” video?
*with the exception of non-crystallized IPS e.max CAD and CAD-on restorations
The range of available products may vary from country to country.
Learn more about our six brand new products for the fabrication of ceramic restorations. Watch the video now and register to get the latest product information!