{"id":917,"date":"2025-09-15T16:37:10","date_gmt":"2025-09-15T14:37:10","guid":{"rendered":"https:\/\/lyma.agency\/proyecto\/this-is-not-a-tube\/"},"modified":"2025-11-27T16:06:28","modified_gmt":"2025-11-27T15:06:28","slug":"this-is-not-a-tube","status":"publish","type":"proyecto","link":"https:\/\/lyma.agency\/en\/project\/this-is-not-a-tube\/","title":{"rendered":"This is not a Tube"},"content":{"rendered":"\t<div id=\"single-project-composer-block_f267c99f1ef660b1a4cbd4ea2b7d00b9\" class=\"c-single-project-composer\">\n\t\t\n<div class=\"c-single-project__columns c-single-project__columns--4 c-single-project__columns--align-start\">\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-2\">\n\t\t\t<h2 class=\"c-single-project__section-title has-custom-title-font-size has-custom-black-color\">XCarb\u00ae<\/h2>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-1\">\n\t\t\t<div class=\"c-single-project__section-content\"><p><span style=\"font-weight: 400;\">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.  <\/span><\/p>\n<\/div>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-1\">\n\t\t\t<div class=\"c-single-project__section-content\"><p>For the launch of XCarb\u00ae<span style=\"font-weight: 400;\">\u2013 ArcelorMittal\u2019s initiative to produce lower-carbon steel \u2013 we created a piece that combined narrative, industrial precision and a meticulously crafted visual look. We captured the real tube production process across  <\/span>two Basque Country factories,<span style=\"font-weight: 400;\">then moved to the studio to film the final product in a clean, almost surgical space. The contrast was part of the message. <\/span><\/p>\n<\/div>\t\t<\/div>\n\t<\/div>\n\n<div class=\"c-single-project__columns c-single-project__columns--1\">\n\t\t\t<div class=\"c-single-project__column\">\n\t\t\t\t<a href=\"https:\/\/vimeo.com\/843881302\" class=\"c-single-project__section-video c-single-project__section-video--external\" data-glightbox=\"\" data-ratio=\"16:9\">\n\t\t<button class=\"c-single-project__section-video-play\">Play<\/button><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_01589-1440x810.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" srcset=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_01589-1440x810.jpg 1440w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_01589-300x169.jpg 300w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_01589-1024x576.jpg 1024w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_01589-768x432.jpg 768w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_01589-1536x864.jpg 1536w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_01589-782x440.jpg 782w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_01589-200x113.jpg 200w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_01589.jpg 1920w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/>\t<\/a>\n\t\t<\/div>\n\t<\/div>\n\n<div class=\"c-single-project__columns c-single-project__columns--4 c-single-project__columns--align-start\">\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-2\">\n\t\t\t<div class=\"c-single-project__section-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00608-1440x810.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" srcset=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00608-1440x810.jpg 1440w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00608-300x169.jpg 300w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00608-1024x576.jpg 1024w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00608-768x432.jpg 768w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00608-1536x864.jpg 1536w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00608-782x440.jpg 782w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00608-200x113.jpg 200w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00608.jpg 1920w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><\/div>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-2\">\n\t\t\t<div class=\"c-single-project__section-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00244-1440x810.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" srcset=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00244-1440x810.jpg 1440w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00244-300x169.jpg 300w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00244-1024x576.jpg 1024w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00244-768x432.jpg 768w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00244-1536x864.jpg 1536w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00244-782x440.jpg 782w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00244-200x113.jpg 200w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00244.jpg 1920w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><\/div>\t\t<\/div>\n\t<\/div>\n\n<div class=\"c-single-project__columns c-single-project__columns--1\">\n\t\t\t<div class=\"c-single-project__column\">\n\t\t\t<div class=\"c-single-project__section-spacer\"><\/div>\n\t\t<\/div>\n\t<\/div>\n\n<div class=\"c-single-project__columns c-single-project__columns--4 c-single-project__columns--align-start\">\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-1\">\n\t\t\t<div class=\"c-single-project__section-content\"><p><span style=\"font-weight: 400;\">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. <\/span><\/p>\n<\/div>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-1\">\n\t\t\t<div class=\"c-single-project__section-content\"><p><span style=\"font-weight: 400;\">The film rolled out internationally \u2013 on social media, at industry events and across industrial-sector presentations. It proved that even in complex environments, great communication comes down to focus. <\/span><\/p>\n<\/div>\t\t<\/div>\n\t<\/div>\n\n<div class=\"c-single-project__columns c-single-project__columns--1\">\n\t\t\t<div class=\"c-single-project__column\">\n\t\t\t<div class=\"c-single-project__section-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00223-1440x810.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" srcset=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00223-1440x810.jpg 1440w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00223-300x169.jpg 300w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00223-1024x576.jpg 1024w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00223-768x432.jpg 768w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00223-1536x864.jpg 1536w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00223-782x440.jpg 782w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00223-200x113.jpg 200w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_00223.jpg 1920w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><\/div>\t\t<\/div>\n\t<\/div>\n\n<div class=\"c-single-project__columns c-single-project__columns--8 c-single-project__columns--align-end\">\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-6\">\n\t\t\t<div class=\"c-single-project__section-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_02784-1440x810.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" srcset=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_02784-1440x810.jpg 1440w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_02784-300x169.jpg 300w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_02784-1024x576.jpg 1024w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_02784-768x432.jpg 768w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_02784-1536x864.jpg 1536w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_02784-782x440.jpg 782w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_02784-200x113.jpg 200w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/09\/ENG-ArcelorMittal-XCarb-PROMOTIONAL-VIDEO-1080p_02784.jpg 1920w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><\/div>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-2\">\n\t\t\t<div class=\"c-single-project__section-list\"><ul class=\"c-single-project__list\"><\/ul><ul class=\"c-single-project__list\"><li class=\"c-single-project__list-item\"><span class=\"c-single-project__list-item-title has-custom-subtitle-font-size has-epilogue-font-size\">Location<\/span><span class=\"c-single-project__list-item-description\">ArcelorMittal factories (Basque Country) + studio shoot<\/span><\/li><li class=\"c-single-project__list-item\"><span class=\"c-single-project__list-item-title has-custom-subtitle-font-size has-epilogue-font-size\">Client<\/span><span class=\"c-single-project__list-item-description\">ArcelorMittal<\/span><\/li><\/ul><ul class=\"c-single-project__list\"><li class=\"c-single-project__list-item\"><span class=\"c-single-project__list-item-title has-custom-subtitle-font-size has-epilogue-font-size\">Type of piece<\/span><span class=\"c-single-project__list-item-description\">International corporate spot \/ Product launch<\/span><\/li><\/ul><ul class=\"c-single-project__list\"><li class=\"c-single-project__list-item c-single-project__list-item--full\"><span class=\"c-single-project__list-item-title has-custom-subtitle-font-size has-epilogue-font-size\">services<\/span><span class=\"c-single-project__list-item-description\">Scriptwriting \/ Creative direction \/ Industrial Filming \/ Studio Filming \/ Editing \/ Post-production \/ 3D Animation \/ Sound Design \/ Voice-over<\/span><\/li><\/ul><\/div>\t\t<\/div>\n\t<\/div>\n\t<\/div>\n","protected":false},"featured_media":789,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false},"cliente":[26],"class_list":["post-917","proyecto","type-proyecto","status-publish","has-post-thumbnail","hentry","cliente-arcelormittal"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>This is not a Tube - Lyma Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lyma.agency\/en\/project\/this-is-not-a-tube\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"This is not a Tube - Lyma Agency\" \/>\n<meta property=\"og:url\" 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