Konica Minolta - Ignite Printing Possibilities

Konica Minolta shows off the infinite potential of print in its latest 360 global campaign. 'See The Potential', directed by the talented Menzkie, showcases the boundless possibilities of print by taking us on a journey through vibrant papercraft worlds. Each world was handcrafted through a different technique, utilising texture, colour, and form to create evocative dimensions of print possibilities without limit.

In the opening shot, a portal appears, offering an escape from a lacklustre black void into a menagerie of colourful papercraft sets. Venturing first through a landscape that explores sustainable printing practises the film suddenly shifts into a visual feast of mirrored tunnels, reflected designs and bustling papercraft animals and plants. Vibrancy radiates from every shot, each moment bursting forth onto viewers' screens in a riot of patterns and colours.

Taking inspiration from the brand's desire to start a print revolution, the ad illustrates how Konica Minolta can help businesses to conquer new markets, embrace new techniques and create unique customer experiences. Aspiring to bring people’s ideas to life, the campaign connects to the very essence of Konica Minolta’s ethos, to keep “Igniting Print Possibilities”.

Envisioned by Menzkie as a seamless, flowing journey, the film was shot in a single take. Reflecting on the experience he said: “When I got the brief I knew it was going to be a special project. It was a very technical film, so the approach, set design, and craftsmanship all took great lengths of effort. We shot this commercial in a studio in Budapest, which was a challenge in itself because we went through so many different set designs that would allow us to shoot the scene in one long shot but also fit into the relatively small space!

"We built the set with different printable paper materials, 99% of the set designs were real paper-crafted to showcase the different possibilities of printing (except the CGI butterflies which reflect the holographic prints). Constructing the kaleidoscope mirror set was also difficult as we built up a tunnel with real mirror slices which surround the inside of the tube so the Steadicam operator wasn’t in the reflection. The basic idea was to make a classic hero's journey through this magical, stylish paper-crafted world. I'm a huge fan of analogue techniques, so I loved making this craft-heavy film.”

The 12-month global campaign will sit across online, social, print and OOH as Konica Minolta presents its vision for “Igniting Print Possibilities".