Commercial

versoTHERM

art direction

motion

Overview

Heating and cooling products don't sell themselves, but stories do. We turned Vaillant's standard product imagery into web specials with original narratives and visuals that made technical features genuinely engaging.

Client

Vaillant

Agency

FischerAppelt

Team

7 Artists @ Studio Storz & Escherich

Objective

Vaillant, a provider of heating and cooling solutions, redesigned their product palette and aimed to promote four of their products with short, high-quality web specials for their East European market.

Challenge

The initial briefing was limited to featuring only standard product images with generic graphic packaging, which wouldn't effectively communicate the advanced features of Vaillant's products. These features included heating, cooling, ventilating, providing hot water, efficiency, affordability, quiet operation, modularity, the ability to utilize various heat sources, and flexible installation options both indoors and outdoors. We needed to convey these complex attributes through visually appealing, concise commercials.

Solution

Together with FischerAppelt, we decided to take a more creative approach. After an intensive brainstorming session, the creative director and I developed new stories and storyboards for the four products within three days.

The agency loved our fresh perspective, and the open-minded client approved our concept. After I art-directed the animatics and styleframes for all spots and I led a team of three artists to produce a spot for Vaillant's heat pump, VersoTherm.

The resulting video successfully showcased the product's versatility, effectively communicating its ability to utilize different types of heat or energy. We delivered high-quality ads covering aspects from concept to animation, grading and sound design.

versoTherm - Commercial

Personal learnings

Creative and Strategic Initiative

Learned the value of initiating creative proposals beyond the initial scope, enhancing skills in creative thinking and client persuasion.

Rapid Concept Development

Improved my ability to quickly generate and develop new ideas, reinforcing agility and efficiency in the creative process.

End-to-End Leadership

Gained experience in leading a team through all production stages, strengthening leadership and project management skills.

Let's talk.

Let's create something meaningful together.

2026 © Burkhard Kalytta

Let's talk.

Let's create something meaningful together.

2026 © Burkhard Kalytta

Let's talk.

Let's create something meaningful together.

2026 © Burkhard Kalytta