Horizon Global's Integrated Marketing Team

Personal Scope:

• Product Visualization & Marketing Imagery Creation

• Development of Media Team from Interns to Full-Time Employees

• Collaboration with Celebrity Sponsors for Marketing Sales Media

• 3D Design, Audio Design and Motion Content Creation

• Collaboration with Engineering Team

• Training & Education Material Development

• Product Animation & Rendering

• Promotional Material Development

• Team and Contractor Sourcing

• Team Production Schedule & Management

• Production Schedule Management

• Team Communication / Project Management

• Instructional Design for Learning Modules

Horizon Global (Formerly Cequent Group), a leading name in the automotive industry with a history of over 100 years, is known for its high-quality products that aid in hauling and transport. The group's commitment to quality extends to its visuals and marketing and globally utilized training imagery, which are created using KeyShot and other 3D rendering software to communicate both the application and functionality of their products.

In 2023, Horizon Global continued to innovate and set trends in the trailer, towing, and electrical products categories. Their products, some of which have been awarded numerous U.S. patents, offer premium features and performance. They currently own more than 12+ globally leading brands in towing and automotive products.

I formed a relationship with KeyShot and it was used extensively to render high-quality images of all 11 branded products for use in videos, promotions, and presentations. The visual media team at Horizon also used KeyShot to add texture and animate models of the group's products for use in promotional/training videos, company presentations, show booths, and interactive online training courses called e-Learning Sessions.

Full product visualization with KeyShot: HERE

Creative Idea with SolidWorks

Horizon Global's products are designed and built as CAD drawings using SolidWorks. These drawings are then imported into KeyShot by the visual media team for texturizing, animation, and rendering purposes. The animations created using KeyShot provide a more in-depth look at the products and offer perspectives that could not be achieved with a physical camera.

Strategy & Approach

Our focus on visual media extended to the education and training of how their products work, along with the proper way to use them. The group was committed to ensuring that their customers are trained in the correct practices of how to install and operate the products they create. Visual media, including video, animation, and interactive online courses and presentations, has allowed us to reach a larger audience and better explain their product concepts.

In addition to this, a significant part of the strategy involved developing the entire media development team, from interns to fully employed staff. This involved creating a structured training program and providing continuous learning opportunities. The team also worked on instructional design for learning modules, ensuring that the content was engaging, informative, and easy to understand.

The strategy also involved working with celebrity sponsors to create marketing sales media. This collaboration helped to increase the visibility of the products and attract a wider audience.

Execution

KeyShot was used to create high-quality images and animations of Cequent's products. These visuals were used in promotional/training videos, company presentations, show booths, and interactive online training courses. KeyShot's ability to place a camera anywhere in 3D space allowed the team to show customers angles of the product that would not be practicable using conventional photography.

Budget Challenge

Many of the products that Horizon's brands produce are bulky and heavy. There have been multiple instances where it was difficult to explain or visually show how a specific feature of one of the products works using video. KeyShot allows the team to take the products and break them down in any way necessary, from any angle, to properly show and educate that feature in motion. This has saved the company time, money, and effort.

Results

By using building an entire integrated content marketing department with 3D capabilities Horizon was able to illustrate their products to customers using visual media, eliminating the expense of shipping certain products and reducing the time needed to set up a booth at events. The use of KeyShot resulted in better understanding and education for customers, leading to higher sales margins.

The development of tlearning modules also contributed to the success of the project. The team was able to effectively communicate the features and benefits of the products, and the learning modules provided valuable information to customers. The collaboration with celebrity sponsors also helped to increase the visibility of the products and attract a wider audience.