Awlgrip has set the standard in decorative yacht coatings worldwide. Known for outstanding quality, a flawless finish, and continuous innovation backed by AkzoNobel expertise, Awlgrip is the benchmark professionals trust.
Awlgrip wanted to introduce Awlcraft 3000, its next-generation premium acrylic urethane topcoat, with a short product film that reflected the quality and visual impact of the product itself.
The challenge was to communicate the key benefits of Awlcraft 3000 in around one minute while creating something that felt fast, colourful and premium enough for the superyacht market.
The film needed to highlight the product’s enhanced colour technology, fast-drying application and repairable finish without becoming overly technical or relying on a conventional product demonstration.
Wax Digital developed an animated concept built around colour, movement and the physical characteristics of the coating.
Taking inspiration from existing Awlgrip campaign imagery, we created a sequence in which paint appears to explode from the Awlcraft 3000 can in slow motion, using flowing colour and dynamic motion to represent the vibrancy and finish of the product.
We created a bespoke 3D model of the paint can and developed the animation using a combination of 3D techniques, motion graphics and compositing. Camera movement, lighting and layered paint effects were carefully developed to give the sequence depth and realism while maintaining a polished, stylised aesthetic.
Key product benefits were then integrated into the film through concise on-screen messaging, allowing the technical story to be communicated without interrupting the pace of the animation.
Throughout the project, we worked closely with the Awlgrip team to refine the creative and ensure the finished film remained consistent with the premium positioning of the brand.
Phil Brown
Marketing Manager
The final one-minute film gives Awlcraft 3000 a distinctive and highly visual introduction, combining product information with a strong sense of colour, movement and finish.
Rather than simply listing technical features, the animation translates the product’s key qualities into a visual experience that feels appropriate for the high-end yacht market.
The result is a versatile product film that can be used across digital campaigns, presentations, events and social media, helping Awlgrip communicate the benefits of Awlcraft 3000 in a concise and memorable way.