Making industrial equipment funny

Mongoose Max Shaker: Discover a New Shaker Species

Challenge

Launch the MONGOOSE™ Max shaker in a highly competitive market where product marketing traditionally relied on technical demonstrations and feature callouts. The objective was to differentiate the new shaker, generate interest among drilling professionals, and create a memorable product introduction.

My Role

I developed the creative concept and wrote the script for the product launch animation, collaborating with designers, animators, subject matter experts, and voice talent to bring the story to life.

Creative Approach

Rather than creating another conventional equipment animation, I reimagined the product as the subject of a wildlife documentary. Inspired by classic Australian nature programs, the campaign used humor and zoomorphism to transform an industrial shaker into a memorable character, differentiating it from competitors while naturally communicating product benefits. 

Results

🏆 Bronze Telly Award – Use of Comedy

🏆 Lantern Award – Animation

🏆 AVA Digital Gold Award – Web-Based Production

📈 Helped drive the sale of 7 MONGOOSE Max shakers

📈 78% increase in Well Construction equipment sales trend