The future in motion

voestalpine Steel Division is one of the world’s leading manufacturers of high-quality steel products and regularly presents its innovative strength at international trade fairs. For Blechexpo 2025, we were once again able to accompany them – with an appearance that combines technology, brand and a strong visual language.

We developed a key visual for the trade fair that picks up on the brand’s current human-centric orientation: a female runner as a symbol of progress and the path towards a green future.
The motif was implemented in several moving variants – including an AI-based, seamlessly looped animation for a LED wall as the centerpiece of the trade fair booth and an adapted version for “Austrian Night”.

The static version of the key visual became an eye-catcher on the walls of the booth, and we also provided ongoing support to the voestalpine team in the arrangement and presentation of the exhibits to create a harmonious, effective overall picture.

The result: a modern, dynamic trade fair appearance that visibly strengthens the voestalpine brand and clearly sets the scene for its future plans.

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The running theory

The development of the runner was a special creative project – and an exciting journey between concept, brand identity and the possibilities of modern AI tools.
In our blogpost, we explain how this idea became an seamless motion loop, why traditional video would not have been enough and how many iterations were necessary to find the perfect sequence.

We also give insights into our work process: from the first visualization to the upscaling to the final animation for the LED wall.

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