Discovering something new is like embarking on a journey with an unknown destination. It’s as exciting as it is enticing. Often, it begins by simply opening your eyes—by being receptive to the unknown, to what is surprising and innovative. When your eyes are open, you free yourself to fully experience the journey ahead.
In our video, the featured architect does exactly that. She opens her eyes and begins her journey. As her gaze meets our new System Fx, she is drawn to its sleek design. She picks it up, and with that simple act, she sets off on a path toward discovery—a path that leads her through an extraordinary pivot door.
As she moves, we move with her. Slowly, deliberately. Step by step, we learn alongside her, discovering everything there is to know about the new System Fx.
The voice-over becomes our guide, articulating not just what she sees but what she feels. It explains each feature, unveiling the thoughtful innovation behind every detail of the System Fx.
Through the journey—from the pivot door into the light—we connect with her sense of inspiration. The light becomes a symbol not only of the spark ignited by System Fx but also of the illuminating impact it brings to our clients. It represents the freedom of design and the boundless possibilities it inspires.
Video System Fx
A deliberately vague style
To bring this inspiring atmosphere to life cinematically, we chose a distinctive visual style. Using a camera with interchangeable lenses, we blend soft and sharp focus shots to create a rich, layered experience.
A striking example is the opening shot, where the image transitions from a gentle blur to a highly focused close-up. This shift serves as a metaphor for the creative clarity our protagonist seeks. As she comes into full focus, so does her vision. As a result she opens her eyes to experience something new.
By intentionally incorporating blurred shots and close-ups, we maintain the dreamy atmosphere we set out to create. Yet, we also want the video to convey a sense of urgency and direction. To achieve this, we use a fluid filming style, following the architect as she moves through each space.
The camera almost seems to float with her, enhancing the dreamlike quality while symbolizing the seamless movement of our systems. It’s a visual dance—soft yet purposeful, reflecting the elegance and precision of FritsJurgens.
Focus on two main characters
Of course, the architect is the protagonist of this story. We begin with her. But she shares the stage with another leading character: System Fx.
From the moment she picks it up from the counter, System Fx becomes an indispensable part of the narrative—just as vital as the architect herself. Together, they form a dynamic duo, each enhancing the other.
Right from the start, we see her holding System Fx as a source of support, as if it anchors the inspiration sparking within her. Without System Fx’s steadfast presence, that crucial idea—the one that not only fuels her freedom of design but also defines it—could easily slip away.
As the story unfolds, System Fx steps further into the spotlight. Through detailed renders, we showcase its features, highlighting its pivotal role in turning inspiration into reality.
A voice-over that brings it all together
'Open your eyes to something new.
This is our new System Fx. The latest in our premium selection of pivot systems.
Combining compact design with four extremely strong hold positions, it opens doors to versatile architectural solutions. Solutions that last at least a century. It comes with the ability to spark transformation, turning any door into a pivot door.
Meet the newest member of our family.
Created to transform. Designed to inspire. Built to last.
This is not a hinge. This is our new System Fx.'
The voice-over guides the story. It is more than a mere narrator; it describes the unfolding events and directs the images. It moves in harmony with the architect and System Fx, accompanying their short journey.
We deliberately chose a more robust English voice in the style of Idris Elba to balance the clean, dreamy and stylized cinematography. The visuals needed a bit of punch, and that's exactly what the voice delivers.
What is most striking is how this voice fits the tone of the text. Poetic and slightly weighty; the words are purposefully chosen to reflect the essence of the story. The copywriter understood exactly the kind of voice that was needed and wrote the script based on that voice. The result? A voice-over that not only complements the images but elevates them to a higher level.
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To summarize…
Launching a new FritsJurgens pivot system with four exceptionally strong hold positions calls for a thoughtful and deliberate approach. Instead of simply showcasing the system itself, we chose to highlight the architect it inspires—creating a richer, more layered story.
By blending the inanimate with the human, we gave the new system a face, an emotion, and a deeper meaning. Because a system this remarkable deserves more than just technical praise—it deserves to be felt, experienced, and seen as the catalyst for creative inspiration.
