# Behind the work: building the Leica RTC launch campaign

> A behind-the-scenes look at the strategic and creative process behind the global launch of the Leica RTC laser scanners.

## The Brief and the Narrative
The project began in October 2025 when Leica Geosystems invited Ahooy Creative to pitch for a major product launch. The goal was to introduce a new generation of Leica RTC laser scanners supported by software intelligence and a connected field-cloud-office workflow.

Instead of a standard response, the team focused on the narrative. The campaign was built around the idea that work rhythms have shifted; projects move faster, and decisions happen while work is unfolding. This led to the core campaign concept: **Leica RTC as a new dimension in reality capture. For the orchestrators of progress.**

## A Collaborative Process
The project was defined by a deep partnership between the agency and the client. Following the pitch, the team traveled to Heerbrugg for workshops with stakeholders from software development, product management, and sales.

Key collaborators included:
* **Michelle:** Lead client (Leica Geosystems)
* **Kerry and Chris:** US-based collaborators
* **Ahooy Team:** Ricky (Creative Director), Paavo (Art Director), and Jere (Film Director)

The campaign developed through weekly meetings, ensuring the narrative and visual thinking remained aligned with the product's technical excellence and the business strategy.

## The Creative Challenge
The Leica RTC system is expansive, involving new hardware, software intelligence, and multiple workflows for audiences ranging from construction to public safety. The creative task was to respect the established Leica Geosystems brand identity while finding space for the campaign to breathe.

The visual system included:
* Atmospheric motion and depth
* Product-as-hero photography
* Grey campaign backgrounds and line elements
* Integrated software visuals and sound identity

## Building a Global System
The campaign was designed as a scalable system to be used, adapted, and localized by teams worldwide. Deliverables included:
* Key visuals and website assets
* Social templates and print ads
* Event graphics and flyers
* Launch film edits and motion templates
* Working files and guidelines for internal Leica Geosystems teams

## The Launch Film
The emotional centerpiece of the campaign was a film shot in a virtual studio in Helsinki. To ensure authenticity, three members of the Leica Geosystems team served as the on-screen talent rather than actors.

The film aimed to honor the foundation of precision and reliability while highlighting the shift toward collective intelligence and real-time data sharing. The goal was to communicate not just what the new Leica RTC is, but what it changes for the professional.

## Project Team
* **Ricardo Patino**: Creative Director
* **Megan Järvinen**: Creative Strategist
* **Satu Hilden**: Project Manager
* **Paavo Ceder**: Art Director
* **Jere Vainikka**: Director, Producer / Film & Video
* **Lauri Hakala**: Director of Photography / Film & Video
* **Minttu Stranius**: Designer