As a long-term creative partner, SMAL was approached by Elgato with the task of introducing the newest addition to their capture card product range for gaming content creators.

Working closely with our client, we designed and developed a visually stunning launch trailer that pays homage to the limitless creative possibilities for next-gen gamers that are employing a product at the core of the Elgato brand.

During the exploration phase, our main goal was to identify ways to showcase the product's next-generation qualities, such as sharpness, vividness, smoothness and high resolution.
We explored different styles and techniques to highlight the product's qualities in combination with current games, resulting in impressive and cutting-edge visual results.

The exploration process helped us weave our ideas together and bring the idea of painting with gameplay to life. The "X" serves as a bold, recurring central element and builds on the concept of prisms and frames. It complements the product design and inspires the audience to make the desired connection between product and function.
In just one minute, we move from high-definition gameplay to abstract visual art to illustrate the story of limitless creative potential.

Sharing content also means sharing emotions: Excitement, fear, happiness, outbursts of anger or tears of joy - whatever those may be. Showcasing the different emotions of players and streamers has helped close the gap between product and experience.

Driven by sophisticated art direction, the trailer showcases the creative potential that the powerful capture card offers to next-gen gamers and their audiences. To bring the HD60 X to life, our team supported Elgato throughout the entire process: from the design of the product itself to the creation of a website and visual assets like the trailer, we worked hard to shape and showcase an innovative product that once again demonstrates SMAL's strength as a dedicated all-in-one partner.