A clumsy but endearing robot that accompanies content creators by recording everything is the idea with which Sandisk, the storage products manufacturer, is highlighting the virtues of its hard drives. Far from the tactical communication typical of the category, the brand has opted for storytelling and an emotional narrative that explores the link between artists and tools.
Thus, over the last few weeks Sandisk has been activating the “Memory Man” campaign, designed together with the creative agency Callen. The term gives its name to the robot itself, a kind of large anthropomorphic video camera. and that has served creators as support for their latest creative initiatives. Their mission has been to document the entire process and celebrate their work at every step without missing a detail thanks, mainly, to the storage capacity of Sandisk Creator devices.
The idea, as explained by Sandisk, was not simply to point out that creators use the brand’s products as part of their work processes, but to position the company as an active agent of creativity. Thus, the campaign has moved away from the usual industrial approach, and has sought to represent the usefulness and warmth of technology through Memory Man, which not only serves as support, but as an ally in the creation of relevant and inspiring content.
As part of the campaign, three different pieces have been created with creators Devin Super Tramp and Simone Giertz in New York and Gong Bao in Germany. Among other things, these videos show Memory Man getting into a taxi or even flying in a helicopter, dressed as a cowboy or thrown on a mat.
In this sense, the design of the robot has played a fundamental role. The Spanish studio Espada y Santacruz has been in charge of the design and creation of Memory Man, as well as the co-direction, together with Tim Bierbaum, of the different pieces of the campaign, which is produced by 1stAvenueMachine.
As they have explained from the study in scoop to reason.Whythe intention when designing Memory Man was more to build an experience than to optimize the functionalities of the design. In this sense, the creation of the robot has been focused as a tripod, in such a way that it has an adjustable skeleton that allows you to play with its body to adapt it to different situations. The SanDisk Creator Phone SSD hard drive powers the robot’s storage.
It has also been designed with universal shoes and threads so that the creators could adapt it to their needs, and it would convey a comical touch when placed in different positions. To do this, Espada y Santacruz has been inspired by robots from movies from the 80s and 90s, but they have given Memory Man a timeless aesthetic.
The studio has prioritized a design with personality over technological virtuosity.
With this campaign, Sandisk not only highlights its products but also raises the conversation about the role of storage in creativity, and invites us to consider it as a fundamental part of the process, not just as a secondary issue. “With Memory Man, we celebrate creators by showcasing the energy and creativity they put into developing their content and showing how Sandisk real-world storage solutions facilitate their efforts in a way that inspires and empowers creators around the world.”said Janet Allgaier, Senior Vice President of Consumer Products at Sandisk.
