We were working on the California Steel Services rebranding project. We have shot lots of footage for five service promotional videos. The videos should represent specific kinds of steel processing and fabricating services.

Why a Motion Graphics Intro?

It became evident that we needed to produce a prologue for each video footage as a corporate introduction. Each video focused on the specific target audience. Leveling, forming, precise plasma and laser cutting services were at the top of the list.

We had to introduce the entire spectrum of the client’s services in a short and concise form. We needed a motion graphics intro. Thus, the prospects would always watch a branded company introduction first. We also had to produce service specific closing shots to respond to selected audiences interests.

There are few benefits worth mentioning. Corporate motion graphics intro and the customized pack shots ensured consistent brand appearance. Such modular approach in content order was beneficial to apply over and over again. It provided a significant level of production flexibility as well as budget savings. We will use it again, if we have a chance, for any other client’s service or product video promotions in the future.

Use of computer-generated imagery (CGI) is almost always an excellent choice to make the products look best.


3D motion graphics production


Concept, Storyboarding, 3D Modeling, 2D/3D Animations, Rendering, Rigging Mechanical, Tracking, 3D Motion Graphics, Composing, VFX.

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Concept—the idea—was first

Why not make both the intro and the closing pack shots blended with the rest of the videos? – Yes, but motion graphics elements have to look photo realistic. They should match the live video footage in-between.

We turned to CGI and 3D motion graphics technologies. There were no other ways to have full control over the virtual camera and imaging qualities. We created 3D models of the leveling unit, shear cutter, bending knife, and laser cutter head. Then, we animated all 3D models to perform their technological operations. After that, we made a virtual camera traveling through all production lines. With perfect timing, the virtual camera captured all key production operations. We applied particle and spark animations to make CGI scenes more believable.

When editing, we managed to fit the entire corporate motion graphics into 12 seconds. It was perfect for the branding intro.

For the closing pack shots sequences, we used the same approach. We developed 3D models for the promoted services signature products. Then, we created a warehouse environment and composed all elements together to make the scene look photo realistic. After that, we let the virtual camera flying over the CGI warehouse, leading to the pack shot. As a finishing touch, we added 2D line-art animation with the closing tagline.

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