A look behind the scenes of the new image campaign 3 minutes spent reading
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A look behind the scenes of the new image campaign

Michael Leithinger

The first of two brand new commercials for the voestalpine image campaign has been airing since summer. The 30-second film and an 80-second long version are the result of hard work – and active support provided by numerous voestalpine employees.

A total of 135 employees from six Group companies from all four divisions worked in front of the camera in the two spots – more than 100 employees from voestalpine Automotive Components Schwäbisch Gmünd alone took part in the big final scene. Far more were involved behind the camera and in preparations for the filming. “The truth is, a production like this image campaign would not have been possible without the energetic support of the people in the voestalpine companies over several months. I would like to thank all those who, as in previous years, have supported us with such enthusiasm and also helped out this year,” said Corporate Brand Manager Maria Reibenberger.


Impressions from the film shoot

"That was really something else. I've never experienced anything like it. On the first day there was the photo shoot, then on the second day there was the filming. We were welcomed by a complete team on the set and got great advice about the clothes. Then they did the makeup and the hair and then things got started. It was all very professional."
Simone Laskowski, project manager in prototype construction, voestalpine Automotive Components Schwäbisch Gmünd GmbH & Co.

All the effort behind it

An image film is not created overnight. It began about a year ago with the concept development for the films and the selection of the companies and locations. The six participating companies were selected by the Management Board – many more companies had originally agreed to participate.

"What was exciting for me? To see how much effort goes into a few seconds of film and how many people are involved. Makeup, costumes, light, sound, camera ... all in all, a very nice atmosphere in the studio in Hamburg. I also got to know other colleagues from voestalpine, which was a very positive added bonus."
Christoph Niesen, Process Development, voestalpine Additive Manufacturing Center GmbH

In total, 20 shooting days were set for 8 locations, but solid planning and preparation were required to ensure that everything went as smoothly and quickly as possible: What innovative developments do the companies have to offer? When will the specific products be available and from which plant? What safety requirements have to be observed during filming? What approvals are required internally and from customers? Questions like these and many more had to be clarified in advance.


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Participating companies

  1. voestalpine Wire Rod Austria GmbH
  2. voestalpine BÖHLER Edelstahl GmbH
  3. voestalpine BÖHLER Aerospace GmbH & Co. KG
  4. voestalpine Automotive Components Schwäbisch Gmünd GmbH & Co. KG
  5. voestalpine Additive Manufacturing Düsseldorf GmbH
  6. voestalpine Stahl GmbH


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