Client: Leeco Steel
Agency: Concept One Media
Format: Mastered in 4K
Producer, Creative Director, and Director: David Hendryx
Editor |Lead Animator: Make Kitchen
Cinema 4D: Ben Matthews
Case Study: Leeco Pro Relaunch Video
The Challenge
After years of development and refinement, Leeco Steel was ready to relaunch Leeco Pro—its online purchasing platform designed to streamline steel ordering for customers nationwide.
The challenge wasn’t just announcing the update. It was:
*Explaining new features clearly
*Showcasing the platform’s fresh, modern interface
*Demonstrating real functionality without overwhelming viewers
*Generating excitement around what is traditionally a very industrial product
Leeco needed a video that felt innovative, polished, and forward-thinking—without losing clarity.
The Objective
Create a dynamic animation-driven launch video that would:
*Introduce the refreshed Leeco Pro platform
*Highlight key new features and improvements
*Visually demonstrate how the system works
*Reinforce Leeco Steel’s reputation as an industry leader
The Strategy
Concept One Media has partnered with Leeco Steel since 2016, collaborating on a wide range of content initiatives. That long-standing relationship allowed us to move quickly, think boldly, and push creative boundaries.
Leeco has always embraced the opportunity to “do something cool,” even in a traditionally conservative industry. For this relaunch, we leaned into that mindset.
Rather than producing a standard screen-recording walkthrough, we built a fully animated explainer video that blended:
*Stylized UI animations
*Clean motion graphics
*Feature callouts
*Seamless transitions between demos and messaging
The result was a piece that felt tech-forward while remaining accessible and easy to follow.
The Creative Approach
Modern Visual Identity
We mirrored Leeco Pro’s updated design system—clean layouts, bold typography, and intuitive navigation—inside the animation style itself. The video didn’t just talk about the new look. It embodied it.
Guided Demonstrations
Instead of overwhelming viewers with every capability, we curated a focused set of demos showing:
*Simplified ordering workflows
*Improved product search
*Enhanced account management features
*Streamlined purchasing processes
*Each demo was supported by animated highlights and visual cues to make the functionality immediately understandable.
Clarity Over Complexity
Steel purchasing can be complex. The video simplified the story by focusing on benefits: speed, control, transparency, and efficiency.
The Execution
*Script development focused on benefits and user outcomes
*UI design assets were recreated and animated for maximum clarity
*Motion graphics emphasized feature upgrades
*Pacing was optimized for web, email, and trade show environments
The final deliverable was a versatile launch video that could live across:
*Website homepage
*Email campaigns
*Sales presentations
*Trade show displays
The Impact
The animation provided Leeco Steel with a powerful launch tool that:
*Elevated the perception of Leeco Pro
*Increased internal excitement among sales teams
*Gave customers a clear understanding of the platform’s improvements
*Reinforced Leeco’s position as a forward-thinking industry leader
*Most importantly, it demonstrated that even in heavy industry, innovation can be communicated with energy and creativity.
The Partnership
Since 2016, Concept One Media and Leeco Steel have built a collaborative partnership rooted in trust and creative ambition. Leeco consistently challenges us to think bigger—and we love that about them.
The Leeco Pro relaunch video reflects that shared mindset: strategic, modern, and just a little bold for the steel industry.
