The visual concept of the communication stems from observing the product’s mechanical and fluid motion, drawing inspiration from the principle of kinematics.

This led to the development of a visual language that alternates between two distinct yet complementary expressive registers.

The evocative images, created in CGI, explore an x-ray aesthetic that reveals the internal structure and functional logic of the arm, in a suspended and transparent dimension, balancing technique and imagination. The contextualized images, on the other hand, are set within conceptual and minimal environments, defined by a composition carefully designed to leave space and visual centrality to the product, avoiding excessive connotation.