Flygt released a new range of slimline propeller pumps, primarily used in water parks and irrigation installations. These new pumps were sleek, streamlined powerhouses with premium pumping efficiency, allowing a scaled-down pumphouse footprint, saving time, money and the environment. To visual these qualities and features, we created the Aqua Man, a powerful visual metaphore for streamlined water power to gain attention and speak to a disparate audience. And then we added the message: 'Let's get slimmer with a whole new fluid dynamic.'
The photoshoot took place in a childrens outdoor paddling pool at Eriksdalsbadet, Stockholm. One of Sweden's leading Olympic swimmers, Daniel Sand, was our model. We had him stand in 20 cm of water next to a real propeller pump, which weighed in at half a ton. Then, as photographer Johan Annerfelt shot the images, his assistant threw water over Daniel and the pump from a bucket. The end result has been met with massive positive feedback.
Daniel Sand, one of Sweden's top swimmers, agreed to model for the Aqua Man shoot. He embodies everything that is great about the pump: fast, powerful, streamlined and hyper-efficient.
The primary shot: mean. moody and magnificent. Shot by star photographer Johan Annerfelt.
Getting down to business; Daniel and the propeller pump side by side.
A different take on the pack shot.
The Xylem ad for the launch of the slimline propeller pump sees the light of day.
Variation on a theme. Half page ads must also make an impact.
The technical folder and inserts tell the whole story.
What campaign is complete without a roll-up?
We also produced a film of animated still images to help the sales team tell the story.
The original concept sketch which we used to sell in the idea.
