Middle Atlantic Products Launches NEXSYS With Epic Brand Video Created By Transparent House

Jun. 09, 2022

In anticipation of its biggest product launch in recent history, executives from Middle Atlantic Products, a brand of Legrand, have commissioned an epic video showcase from the renowned creative production agency Transparent House. The star of the show is NEXSYS, Middle Atlantic Product’s evolution of AV Power Distribution and Backup, which is making its world premiere at InfoComm 2022 (Booth W903), the home for commerce and connections for the $257-billion pro AV industry.

Patrick Kittredge, CTS, Product Marketing Manager for Middle Atlantic Products said: 

“I was really looking to make an immediate and memorable impact with our customers. I wanted to create a story that captivated our customers and created a sense of sheer excitement while showing the cohesive design and comprehensive portfolio of NEXSYS.”

 

Kittredge continued:

"Transparent House took my vision and turned it into something beyond my imagination. The process of development was so smooth and the team was very transparent (no pun intended) every step of the way. Transparent House's creativity, attention to detail and quality of work is nothing short of amazing! Lastly, audio is just as important as the visuals for a video and Transparent House scored an original audio track that will give you goosebumps.”

 

Headquartered in San Francisco, the Transparent House team was led by Executive Producer Denis Krylov, Producer and Head of Production Michael Shatilov, and Project Manager Cameron Rosinski.

Based on Kittredge’s initial briefing, the creators immersed themselves within the product specifications and literature, quickly gaining a deep understanding of functionality while also collecting CAD models for the NEXSYS components.

Krylov explained:

“An engaging challenge was learning that the NEXSYS technically consists of two devices. While the Power Distribution Unit and Uninterruptible Power Supply perform distinct functions, they work together seamlessly as a single system. To address this, we devised a custom creative technique to treat the story, visuals, and music in two parts, which form a single united solution, just as NEXSYS does.”

 

According to Shatilov:

"Visually, our goal was to demonstrate the complete mastery over power-supply issues which Middle Atlantic provides through its patented, industry-leading solutions, as well as their scalability.”

 

Using a combination of photorealistic computer-generated elements and cutting-edge effects, Transparent House rendered the NEXSYS and related components in a hybrid, high-tech world epitomizing the Middle Atlantic Products tagline: “What great systems are built on.” To produce the video and 13 key marketing visuals, the 100% in-house team used a combination of Adobe Photoshop and After Effects, SideFX Houdini, Maxon Cinema 4D, with rendering by Maxon’s Redshift, while also delivering the custom sound design and musical score.