Miele
The Generation 7000 range of Miele products was about to launch.
My role
Senior Copywriter
Client goal
With a massive budget, create something beautiful.
Outcome
Happy clients
The process
The task was to create a website that’s as intuitive as the products themselves.
Ideation
The ideation process involved:
myself,
motion designers,
visual designers,
and the Creative Director.
Because it’s the technology that makes Miele products intuitive, our concept was to use technology to make the website as intuitive and interactive as it can be.
The elements of the site included:
text,
animations,
interactive animations,
and videos.
Copywriting
There were two important parts to the copywriting:
translating technical jargon into simple language,
and deciding what can be communicated through visuals.
Animations
Videos
We collaborated four celebrity chefs, including Gaggan Anand and Kyle Connaugton. They designed recipes that showcased the technical prowess of the Gen7000 range. I scripted the celebrity chef videos.
Interactive animations
Together with the motion designers, we created animations to showcase how the products worked. I wrote the scripts for these.
Together with the motion designers, we created interactive elements on the website. For example, users could move a pan across the hob and see how the Miele hob reacts.
The Dialog Oven page has the headline 'A culinary world first'.
The homepage has the headline 'Discover our most intuitive range ever'
Celebrity chef Kyle Connaughton finds his flow with the induction hub.
The Steam Oven page has the headline 'Pre-programmed deliciousness'.
The Induction Hub page has the headline 'More freedom than ever before'.
The Combi Steam Oven page has the headline 'When creativity flows, it shows'.