Chartek 2218E
Launch film
AkzoNobel / International®
Launching Chartek® 2218E Through Film
Wax Digital recently delivered the launch film for Chartek 2218E, a next-generation passive fire protection coating from International Paint. Designed for the downstream oil and gas sector, the film plays a critical role in communicating how innovation in fire protection no longer requires compromise between productivity and performance.
This project brought together specialist partners across Europe, with Wax Digital leading animation, content assembly, and final production to create a clear, engaging, and technically accurate launch asset.
The Challenge: Communicating Technical Innovation Without Complexity
In onshore oil and gas construction, time, safety, and performance are non-negotiable. Chartek 2218E introduces a major step forward in hydrocarbon pool fire protection — achieving up to two hours of protection in a single-coat application, with industry-leading reductions in thickness, weight, material use, and application time.
The challenge was clear:
How do you communicate this level of technical advancement in a way that feels confident, accessible, and inspiring, without overwhelming a specialist audience?
A Collaborative Creative Approach
The project was delivered through close collaboration with trusted partners:
Meijer Walters developed the core script and storyboard, defining a clear narrative rooted in the product’s technical strengths.
Wax Digital created and curated the animation and video assets, ensuring visual clarity and consistency with the product’s positioning.
Voiceovers Ltd produced the narration, delivering a professional, authoritative tone aligned with the coatings and energy sector.
Wax Digital brought everything together — from animation and pacing to sound, structure, and final delivery — producing the finished launch film.
This partnership approach allowed each specialist to focus on what they do best, while ensuring a cohesive final result.
The Narrative: Never Compromise
The project was delivered through close collaboration with trusted partners:
Meijer Walters developed the core script and storyboard, defining a clear narrative rooted in the product’s technical strengths.
Wax Digital created and curated the animation and video assets, ensuring visual clarity and consistency with the product’s positioning.
Voiceovers Ltd produced the narration, delivering a professional, authoritative tone aligned with the coatings and energy sector.
Wax Digital brought everything together — from animation and pacing to sound, structure, and final delivery — producing the finished launch film.
This partnership approach allowed each specialist to focus on what they do best, while ensuring a cohesive final result.
The Outcome
The completed film was met with extremely positive feedback from the client, described simply as “amazing work.” While formal market data is still to come, the project stands as a strong example of how complex, technical products can be launched with clarity, confidence, and visual impact.
For Wax Digital, it reinforces our ability to integrate seamlessly into multi-agency teams and deliver high-quality creative production for global industrial brands.
At Wax Digital, we specialise in translating complex subject matter into creative assets that work hard across product launches, sales conversations, and digital channels.
If you’re operating in coatings, oil and gas, energy, or other technical industries — and need creative partners who understand both the detail and the bigger picture — this project is a clear example of what’s possible.
