This is not a Tube

Talking about steel decarbonization without losing your audience in technical jargon is not easy. But that was precisely the challenge: turn a complex, dense process into a clear, visual and powerful message, without sacrificing aesthetics.

For the launch of XCarb®– ArcelorMittal’s initiative to produce lower-carbon steel – we created a piece that combined narrative, industrial precision and a meticulously crafted visual look. We captured the real tube production process across two Basque Country factories,then moved to the studio to film the final product in a clean, almost surgical space. The contrast was part of the message.

We merged real footage with 3D animation, voice-over and art direction designed to elevate the story. One goal guided every choice: make something technical not just clear, but memorable.

The film rolled out internationally – on social media, at industry events and across industrial-sector presentations. It proved that even in complex environments, great communication comes down to focus.