How Strenx Fight Gravity Reframes High-Strength Steel for a Global Audience
Fight Gravity is a 2024 film campaign created by Consid for Strenx, SSAB's high-strength structural steel brand, asserting that machines and vehicles can be simultaneously lighter, stronger, and higher-performing — a proposition delivered across Australia, Sweden, and the United States in August 2024.
The campaign centres on a single, arresting idea: that conventional thinking in steel design treats strength and weight reduction as opposing forces, and that Strenx high-strength structural steel dissolves that trade-off entirely. Rather than presenting technical specifications, the campaign frames the brand's engineering capability as a philosophical stance — a refusal to accept the limitations that standard steel imposes on designers and manufacturers. The phrase "Fight Gravity" operates simultaneously as a physical description and a cultural challenge, positioning Strenx not merely as a material supplier but as an enabler of a new generation of industrial and transport equipment.
Produced by Consid in collaboration with Zanoonga Film, the campaign spans the industrial, transport, and consumer durables categories, reaching audiences in three geographically and commercially distinct markets. In Australia, the message aligns with the transport and mining equipment sectors where weight-to-strength ratios carry direct operational consequences. In Sweden, the home market of parent company SSAB, the campaign speaks to a deep industrial heritage. Across the United States, it enters one of the most competitive arenas for advanced materials in automotive and heavy-equipment manufacturing. The campaign contains one media asset — a film — and received a Clapboard Score of 63 out of 100, reflecting competent strategic clarity within a technically complex category.
Strenx competes in a market where material performance is the primary purchase driver. The high-strength structural steel market was estimated at approximately 25.4 billion US dollars in 2024, growing at a compound annual growth rate of around 5.1 percent through 2034, according to reportsanddata.com. Within that market, industrial applications account for roughly half of total demand, according to the same source, making the transport and industrial verticals the correct strategic focus for a brand campaign of this kind.
The strategic insight underpinning Fight Gravity is that engineers and procurement decision-makers in the transport industry face a persistent dilemma: reducing vehicle weight improves fuel efficiency and payload capacity, but reducing material thickness conventionally compromises structural integrity. Strenx high-strength structural steel dissolves this dilemma, and the campaign's job is to make that dissolution viscerally believable rather than merely technically stated. By naming gravity as the adversary — not a competitor brand — Consid sidesteps the risk of comparative advertising while still positioning Strenx as categorically superior to conventional steel grades.
The competitive landscape for high-strength structural steel includes major producers such as ArcelorMittal and Thyssenkrupp, both of which maintain significant presences in the United States and European markets. In that context, SSAB's decision to campaign Strenx as a philosophy rather than a product specification reflects a differentiation strategy built on brand conviction rather than feature parity. The broader high-strength steel market, depending on product definition, spans estimates ranging from 35.4 billion to over 50 billion US dollars, according to marketgrowthreports.com and marketresearch.com respectively, underscoring that the prize for brand leadership in this category is substantial. In the United States specifically, automotive and heavy transport manufacturing represents one of the largest end-use segments for advanced steel grades, making the US market a commercially critical front for Strenx's 2024 campaign push.
Sebastian Lindblad served as both cinematographer and music composer on Fight Gravity, a dual creative role that gives the film an unusually unified audiovisual register, as documented on LinkedIn. The decision to unify image and sound under a single creative voice is deliberate: in a category where communication typically defaults to product footage and engineering diagrams, Fight Gravity pursues emotional coherence as its primary craft objective.
Joakim Johansson directed the brand experience and art direction, with Ulf Dufwenberg functioning as strategist and copywriter, and Helena Norberg serving as account director, according to production credits documented on Clapboard. Anna-Karin Borgström held the role of production manager across the Consid and Zanoonga Film collaboration. This structure — with strategy and copy unified under Dufwenberg and visual identity anchored by Lindblad's dual contribution — suggests a tightly integrated creative process where the campaign's central metaphor was developed in tandem with its visual language rather than retrofitted to existing footage.
The gravity metaphor itself is the campaign's most durable creative decision. Gravity is universal, measurable, and relentless — qualities that mirror the engineering pressures faced by designers of heavy transport and industrial equipment in Australia, Sweden, and the United States. By naming gravity as the antagonist, the campaign avoids the abstractness that afflicts much business-to-business industrial advertising, instead grounding the Strenx proposition in a force that every viewer understands intuitively. The film medium was chosen over static formats because the concept of overcoming a physical force requires motion to feel credible. Production credits for the full technical crew beyond the named individuals are not comprehensively documented in publicly available sources, though the Consid and Zanoonga Film joint production structure is confirmed by Clapboard.
Fight Gravity accumulated more than 2.6 million views, as recorded on the campaign's associated video platform data cited by Clapboard. For a business-to-business industrial campaign targeting steel fabricators, transport equipment manufacturers, and automotive engineers across Australia, Sweden, and the United States, that figure represents meaningful organic reach well beyond the expected bounds of a specialist category film.
The campaign registered nine likes and zero comments on its primary distribution channel, according to the same data set. The disparity between view volume and engagement signals is characteristic of industrial B2B video content, where professional audiences consume informational and brand-oriented film without publicly interacting — a viewing behaviour distinct from consumer categories. The absence of public commentary does not indicate indifference; it reflects the professional context in which procurement and engineering decision-makers typically encounter brand content.
No independently verified third-party performance data — including conversion rates, lead generation figures, or brand lift measurements — is publicly available for the Fight Gravity campaign at time of publication. What the view count does confirm is that the film achieved distribution at a scale uncommon for high-strength structural steel marketing, suggesting the gravity metaphor functioned as intended: accessible enough to travel beyond the immediate industrial audience without losing its technical credibility for those within it. The campaign's Clapboard Score of 63 out of 100 reflects a well-constructed strategic premise and coherent creative execution, moderated by the campaign's single-asset format and the absence of documented multi-channel amplification across its three launch markets.
Fight Gravity is a 2024 film campaign created by Consid for Strenx, SSAB's high-strength structural steel brand. It argues that Strenx enables machines and vehicles to be lighter, stronger, and better-performing simultaneously — challenging what the campaign frames as conventional limitations in steel design thinking across Australia, Sweden, and the United States.
Consid, a Swedish agency, created Fight Gravity for Strenx in partnership with Zanoonga Film. Key credits include Joakim Johansson as art director, Ulf Dufwenberg as strategist and copywriter, Helena Norberg as account director, and Sebastian Lindblad as cinematographer and music composer, according to credits documented on Clapboard.
Fight Gravity launched simultaneously in Australia, Sweden, and the United States in August 2024. These three markets reflect Strenx's strategic priorities in transport, mining equipment, and heavy industrial manufacturing — sectors where high-strength structural steel's strength-to-weight advantages carry direct operational and commercial consequences for equipment designers and manufacturers.
The Fight Gravity film recorded more than 2.6 million views, according to platform data cited by Clapboard. For a business-to-business industrial campaign in the high-strength structural steel category, that reach is unusually broad, indicating the gravity metaphor succeeded in extending the film's audience beyond specialist engineering and procurement communities.
Strenx's Fight Gravity campaign received a Clapboard Score of 63 out of 100. The score reflects a coherent strategic premise and strong central metaphor, offset by the campaign's single-asset format and the absence of publicly documented multi-channel amplification across its three launch markets of Australia, Sweden, and the United States.
Gravity was chosen because it is a universal, measurable force that engineers and transport manufacturers confront directly when designing lighter structures. By naming gravity as the adversary rather than a competitor brand, Consid grounded Strenx's high-strength structural steel proposition in a physical reality every viewer understands, avoiding the abstraction common in industrial category advertising.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
