How do you sum up a global company in thirty six seconds?

You don't explain it. You show everything it does, fast, and let the viewer feel the size

A Japanese machine tool maker with companies around the world wanted a short brand promo, for trade show loops, website headers and the opening of its longer product films

I produced and directed it

Screens that multiply

It opens on a retro monitor frame, an operator at work, a sheet metal part, one screen at a time

Then the screens multiply and start to fly through a virtual space, press brakes, CAD software, control panels, engineers bent over a drawing

By the time the logo lands you've seen the whole company go by in a few seconds, factory to software to people

The retro monitor at the start is a wink, old screens turning into new ones, a company that's been around long enough to have used both

Short is harder

Here is the deal, a long film can wander. A thirty six second film has no room for one wasted frame

Every clip on those screens was picked because it shows a different part of the business, no repeats, nothing that's only there to fill space

And it has to loop clean, because on a trade show floor it plays all day next to the machines

Loud floor, bright lights, people talking over it, so it works without sound. If a promo needs its voiceover to make sense, it fails at a trade show

Why a promo this short pays

A booth has about three seconds to stop somebody walking by. A website header has less

The same piece also opens every longer product film, so the brand looks the same everywhere, right?

Make it once, use it for years

Producer behind the lens

When the producer is the one designing every shot, there's no committee deciding which clip goes on which screen, I see the flow and build it

More of this client's kind of work is in the Industry Videos gallery and the Commercial gallery

Thirty six seconds, a whole company

Length: 0 min 36 s · Producer & director: David Victory, VRSET video production, Los Angeles & Orange County

Key moments

  • 0:00 Opening light flare
  • 0:04 Operator on the retro monitor
  • 0:10 Sheet-metal part
  • 0:13 Flying 3D screens
  • 0:19 Factory footage
  • 0:25 Engineering software
  • 0:28 Engineers at work
  • 0:31 Logo reveal

See the matching photography in the Industry Videos gallery.

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Planning a video or a fashion shoot? Contact David Victory or call (310) 988-6575 in Los Angeles, (949) 873-4551 in Orange County. Free consultation and quote for first-time clients.