KOBELCO “SK200 Series”

The SK200 Series is a new line of next-generation hydraulic excavators from KOBELCO CONSTRUCTION MACHINERY, a global manufacturer and distributor of construction equipment. Designed to address societal challenges such as labor shortages, the series offers controls so intuitive that anyone can use them from day one. Its functions also expand through software updates, allowing the machines to keep evolving long after deployment.

Drawing on the enhanced technology of the new models and the brand’s “user-focused approach”—a philosophy rooted in the needs of users in the field—we proposed a global sales concept of “a machine that draws out the full potential of every operator, regardless of experience.” Our work expresses a vision of construction machinery that stands alongside people, empowering anyone to excel on the front lines of the job site.

For the visual communication, we created a key visual that uses bold angles and cropping to give the machine a commanding presence. Anchored by this image, we developed a user-oriented catalog that conveys the series’ value and a teaser film that hints at its new features. We rendered every machine entirely in computer graphics, pursuing precise realism in every texture, from the heft of the metal to the dust and mud.