We had to create a promo video for California Steel Services. The goal was to produce a clear evidence of the unique attributes of its plasma cutting services. The benefits should be valuable and perceived as different from the competitors.
From Idea to Finished Part in One Take
The story is about the Kinetics 5000XMC machine. It is a plasma cutting equipment for processing metal plates. You get fascinated with the power of automation the moment you see this amazing machine at work. There is no manual handling. You witness hundreds of metal parts being produced with no manual labor right in front of your eyes. Drilling, milling, beveling and cutting operation done in one setup. The entire process controlled by CNC (Computer Numerical Control) station.
The automatic twenty-four tools changer appears and performs like a revolver. It delivers different tool bits to the work piece with lighting speed. It looks almost as if it was shooting bullets.
That was it. Everybody in our production team got very excited. We found the idea for the visual story. Because, when you don’t move the work piece from one machine to another you knock out most of the errors. You control precision, accuracy, and repeatability of the finished products a lot better. This was a very convincing argument when talking about metal parts production quality.
Promotional video production
Concept, Copywriting, Storyboards, Digital Design, 2D Animations, 3D Animations, Video Production, Post Production, Audio Narration, Sound Mixing.
The 37th 2016 Annual Telly Award
(category: online infomercial production)
2016 People’s Telly Award
(category: online video production)
Defining the Competitive Edge
We felt, that by producing a video story around the automatic tool changer we will create a solid message. That will work as a visual proof to the prospects, defining the competitive edge for our client.
We wanted the audience to watch the entire video from start to finish with a cal-to-action pack shot at the end. The viewers had to feel a bit hungry for more visual content when the story is over. We knew that we had about a minute of video timeline to do that. Read the “Rebranding: California Steel Services” case study for more information on video timeline limits.
Two Layers of Visual Content
So, we applied fast-paced, commercials alike, storytelling. We focused on the important elements of the story crafting vivid and bold appearance. The technical data we presented in a form of 2D animations along the main storyline.
Thus, we created two concise layers of visual content. One carried the main idea and another one delivered the technical data to the audience.