Lazer Content Strategy & Visual Development

Overview & the challenge

Lazer was using traditional studio photography for its product imagery, but as the brand grew, so did the need for a more structured, scalable, and impactful content strategy. There was no formalised approach to content creation, resulting in inefficiencies and limitations in how we could showcase our products.

I developed Lazer’s first formal content strategy, shifting the brand toward a more scalable, cost-effective, and high-quality approach to both product and lifestyle imagery.

What we achieved

Recognising the limitations of traditional photography, I led the transition from studio-based product photography to high-end 3D-rendered imagery. This shift allowed us to create:

  • Pixel-perfect product images for use across e-commerce, packaging, and print.

  • Feature-focused visuals that educated customers on product benefits.

  • 3D-powered lifestyle imagery, enabling us to showcase helmets in realistic settings before physical production began.

Managing a budget of €250,000 for this transition, I ensured accurate forecasting at the start of the year, with final expenditures aligning precisely with initial estimations.

To bring this vision to life, I collaborated closely with R&D teams to obtain precise design files, worked with 3D agencies to ensure the renders accurately represented every product detail, and aligned with internal stakeholders to maintain brand consistency. Through this hands-on approach, I ensured that every visual output met both technical accuracy and aesthetic excellence.

I also oversaw the art direction of 3D environments, ensuring product renders were both technically accurate and visually compelling. Additionally, I implemented a structured file-naming convention and asset distribution system to streamline internal and external access to content.

New Creative Possibilities
Once the 3D asset library was established, it became a toolbox for future content creation, allowing us to:

  • Produce cost-effective product videos by animating existing 3D files.

  • Swap helmet designs in lifestyle imagery ahead of production, enabling us to deliver complete sell-in materials to distributors before helmets had even entered mass production.

  • Create high-quality feature images that clearly illustrated product benefits for e-commerce and retail environments.

  • Design sales materials, product posters, and print ads at an elevated standard, providing distributors with more compelling marketing assets.

The outcome

Key Takeaways

    • A Defined Content Strategy: Content creation became a structured, strategic function aligned with business needs.

    • More Efficient Asset Production: 3D workflows reduced the cost and time required for product visuals while increasing flexibility.

    • Higher-Quality Marketing Materials: A stronger suite of sales and marketing assets empowered distributors and improved brand consistency.

    • Future-Proofed Content Creation: The 3D asset library became a foundation for ongoing creative innovation.

This project demonstrated my ability to:

  • Develop and execute a scalable content strategy from the ground up.

  • Manage large-scale budget forecasting and deliver projects within financial parameters.

  • Lead cross-functional collaboration between design, R&D, and external creative partners.

  • Drive innovation in content creation, transforming traditional workflows into more efficient, high-impact processes.

With a refined content strategy and a powerful set of visual assets, Lazer now has the tools to communicate its brand and products more effectively than ever before.