In modern filmmaking, RED Digital Cinema cameras emulate technological innovation. Blockbusters like Aquaman, Flight, Guardians of the Galaxy Vol. 2, The Lincoln Lawyer, The Queen’s Gambit, and many more used RED cameras to capture all the action. With high praise from the industry itself, the camera also earned a Scientific and Technical Academy Award®. So when the renowned camera company approached us to create a variety of sophisticated retail displays, it was an offer we couldn’t refuse.
At Tailgate Creative, all projects are different, as every client has their definition of success, brand identity, and customer relationships. Our job is to harness those elements and create retail displays that connect with customers without distracting them from the products themselves. It’s an ever-changing balancing act, and our work for RED Digital Cinema brought it all together.
It’s Your Vision—Run With It!
The RED Digital Cinema team envisioned 10 premium and 30 select retail stores to showcase their digital cinema cameras for production professionals and content creators nationwide. This included a mix of:
- Interactive 4K Digital Monitors with Custom Bezels
- Wall Wrap Graphics
- Posters
- Roll Up Banners
- Countertop Mats
- Brochure Holders
The company works with some of the best creative talent in the entertainment business who trust their cameras. As it turns out, trust is a two-way street at RED because they gave us complete creative freedom to create their ideal retail environment. And we nailed it.
Lights, Camera, Action!
One of the most distinctive features of the RED camera is its modular design. Unlike traditional cinema cameras, which are often bulky and cumbersome, RED builds its cameras around a variable architecture that allows for extensive customization and expansion. Tailgate Creative designer Dan Hudson took this to heart using his primary design tools: Rhino 3D modeling and Keyshot rendering.
Rhinoceros® is a Computer-Aided Design and Manufacturing (CADCAM) platform used by many industries to manufacture everything from airplanes to watches. It creates intricate 3D models so designers and engineers can test and analyze design concepts prior to building physical prototypes. It’s fast and, paired with the right hardware, is a very powerful tool.
KeyShot software creates realistic renderings, animations, and interactive visuals to depict realistic products and settings. Designers can change textures, colors, lighting, backgrounds, and more to create different environments and perspectives before spending money on prototypes and physical layouts.
By utilizing these integral design platforms, Tailgate Creative provides options to our clients and seeks their guidance in a timely and cost-effective manner. Clients love it as it takes the guesswork out of visualizing design concepts and keeps everyone on the same page throughout the project from concept to completion.
Like Context, Texture Is Everything
Capturing a brand’s look, feel, and essence is one of the most rewarding yet challenging aspects of our work. We often turn to the company’s products and style for direction, and this held true for our RED Digital Cinema retail display endeavor.
A perfect example is the Countertop Mat we created. The mat represents both form and function as it protects the camera during countertop product demonstrations. We wanted the mat to stand out in a tangible manner, so Dan incorporated the knurled texture of a RED camera’s handle and imprinted it onto the mat itself. It’s a beautiful yet understated way for the company to connect with its customers!
Nikon Focuses on RED Digital Cinema
In March 2024, Nikon Corporation announced its intent to acquire RED Digital Cinema, opening new paths for product lines and potential retail expansion. Nikon noted that since its establishment in 2005, RED has been at the forefront of digital cinema cameras. With RED’s technological expertise, Nikon plans to expand the fast-growing professional digital cinema market and “push the boundaries of what is possible in film and video production.” We couldn’t be more excited for RED and Nikon!
Sophisticated Cameras Require Sophisticated Retail Displays
When creating the wall wraps, counter displays, interactive monitors, and brochure stands, we felt it was paramount to convey a sense of technological sophistication. After all, RED’s customers are creative, visual storytellers whom we needed to entice using elegant, engaging displays. With Nikon entering the picture, RED will have additional access to aspiring filmmakers, and we hope to help show them the way!
Sophisticated Cameras Require Sophisticated Retail Displays
When creating the wall wraps, counter displays, interactive monitors, and brochure stands, we felt it was paramount to convey a sense of technological sophistication. After all, RED’s customers are creative, visual storytellers whom we needed to entice using elegant, engaging displays. With Nikon entering the picture, RED will have additional access to aspiring filmmakers, and we hope to help show them the way!
The Bottom Line
Beyond their technical specifications, RED cameras make a significant impact on the creative landscape of major Hollywood movies, TV shows, and independent projects alike. With their unencumbered ability to capture images of impressive quality, RED cameras help artists realize their creative visions. The RED camera is a symbol of innovation, creativity, and excellence in the world of digital cinematography. We welcomed the opportunity to help them see their future in retail, and we look forward to the sequel!
Need a blockbuster display of your own? Contact us!