Butler NEXT 25

When Butler Manufacturing launched its new branding at the 2025 Butler Builder Conference, the theme was clear: Build Tomorrow’s Legacy. Awe-Full was brought in to ensure that message didn't just sit on a slide deck, but roared to life. Working from a script developed by the BlueScope in-house team, we took the creative lead from storyboards to final delivery, producing the event opener, walk-on titles, and immersive stage content. The project culminated in a comprehensive event recap that served as a victory lap for the conference's success. The opener was an immediate hit with the parent company, BlueScope, eventually earning the AIGA Best of Show in Video & Animation and a Telly Award.

The primary challenge was the canvas itself: an ultra-wide, three-screen configuration that required a specialized approach to composition and pacing. Under the creative guidance of Thomas Giebler, who led story development and animation, we crafted a high-fidelity motion graphics piece punctuated by detailed 3D building animations that honored Butler’s architectural heritage. To fill the massive sonic space of the conference hall, Human Robot Soul provided a bespoke musical score and sound design that synchronized perfectly with the visual transitions. The result was a multi-sensory experience that successfully bridged the gap between Butler’s historic past and its tech-forward future.