case study
3M — Strategic Marketing & Communications with Organizational Impact
Overview
This case study highlights a strategic partnership with 3M’s Personal Safety Products team to strengthen marketing communications, improve visual assets, and support organizational goals through a disciplined planning and execution process. The work focused on clarifying messaging, creating reusable visual content, and reinforcing internal alignment.
Quick Summary
Client: 3M – Personal Safety Products
Focus: Marketing communications, product visualization, and seasonal production challenges
Outcome: Delivered multi-format visual assets—including product photography, video, and brochures—used across internal teams and external channels
At A Glance
Scope
Video: Produced three enhanced-visibility videos for 3M™ Scotchlite™ Reflective Material.
Sales tools: Developed initial sales tools for 3M™ Greptile™ Gripping Material.
Photography libraries: Defined and orchestrated comprehensive still-photo libraries for occupational and consumer markets across 3M™ Scotchlite™ Reflective Material, 3M™ Greptile™ Gripping Material, and 3M™ Thinsulate™—capturing real-world conditions and use cases.
Purpose: Build a reusable visual and sales asset library that clearly demonstrates product performance in real-life environments.
project Challenges
Seasonal Complexity Across Minnesota Conditions: The work spanned three distinct Minnesota seasons, requiring production under extreme winter conditions as well as periods of unseasonable heat. These environmental variables demanded meticulous planning, flexibility, and coordination to maintain quality and continuity across all deliverables.
High Technical and Logistical Complexity: The videographer described the project as one of the most complex undertakings of his career—reflecting the sophisticated technical requirements, detailed coordination, and elevated production standards involved throughout the engagement.
Large-Scale Visual Asset Production: The project required the coordination and execution of more than 500 planned photography images, each designed to represent specific real-world use cases. This involved sourcing appropriate models and locations to ensure the final image library accurately reflected the full range of product applications.
Nighttime Production Under Strict Conditions: Many photography and videography sessions took place between midnight and 2 a.m. to capture optimal conditions for showcasing reflective and visibility-enhancing products. These nighttime shoots introduced unique lighting, safety, and logistical challenges that required careful execution and team commitment.
project Strengths
Strategic Investment in Specialized Expertise: 3M allocated resources to engage specialized consultants, demonstrating a deliberate investment in expertise to achieve high-quality outcomes. This approach ensured the work was supported by the right skills and experience to meet complex project demands.
Strong Project Coordination and Execution: Despite the scope and complexity, the projects were completed within an ambitious nine-month timeline. This reflected effective coordination, clear expectations, and disciplined project management across internal teams and external partners.
Deep Knowledge Sharing and Collaboration: 3M team members played a critical role in educating consultants on product features, benefits, and performance standards. This collaborative knowledge transfer ensured all assets accurately reflected 3M’s innovations and aligned with brand and market expectations.
To deliver high-quality assets across complex conditions and tight timelines, the work followed a structured production process:
Pre-production planning: defined shot lists, scenarios, models, locations, and seasonal timing
Production coordination: managed logistics for multi-season and nighttime shoots, including lighting and safety considerations
Asset development: produced videos, sales tools, and image libraries aligned with product use cases and market needs
Review and refinement: incorporated feedback to ensure final assets met 3M standards and accurately represented product performance
What We Did
Outcomes
Outcome 1
Demonstrated the Power of Visibility in Real-World Conditions
Three enhanced-visibility videos were produced for 3M™ Scotchlite™ Reflective Material, designed to clearly demonstrate the risks of low visibility at night and the effectiveness of reflective material. One of the most impactful demonstrations showed four individuals walking toward a slowly moving vehicle at night—dressed in white, black, neon, and Scotchlite reflective material—making the difference in visibility immediately and unmistakably clear.
These videos became a compelling awareness and education tool, translating product performance into an easily understood, real-world scenario.
Outcome 2
Clear Sales Tools for a New High-Performance Gripping Material
Initial sales tools were developed for 3M™ Greptile™ Gripping Material, clearly communicating how the product enhances grip strength for use at work, play, and home. The materials highlighted the product’s high-friction surface, secure grip, and reliable release—even in wet or oily conditions—helping users quickly understand its performance advantages.
These tools supported safer, more efficient use for workers and athletes by translating engineered features into practical, real-world benefits.
Outcome 3
A Comprehensive Visual Library That Educated, Built Trust, and Extended Value
A curated still-photography library was created to authentically represent products in real-world use across occupational and consumer contexts. These images helped customers visualize applications relevant to their needs while giving Sales and Marketing versatile assets for print, digital, and advertising use.
For products like 3M™ Scotchlite™ Reflective Material and 3M™ Thinsulate™, the photography served multiple strategic purposes:
Education: clearly illustrated features, benefits, and value in real-life scenarios
Trust: demonstrated performance under varied conditions, reinforcing reliability and quality
Long-term value: supported product development teams by offering real-world feedback and insight into new application opportunities
