The client challenge

Atlas sells a robot that saves warehouse operators money, but their existing material explained payload tolerances to procurement directors who care about throughput and safety. Sales calls were spending 20 minutes on explanation before value ever came up.

Research

We sat in on sales calls and built the film around the questions buyers actually ask.

• 8 recorded discovery calls analysed for recurring objections
• Competitive review of category films — almost all spec-led
• Site visit to two customer warehouses for authentic footage
• Narrative test of three script directions with the sales team

Narrative Strategy

One shift, one operator, one clear before-and-after. Specification moved to the end card.

• Three-act structure: the constraint, the change, the measured result
• Real operators on camera, no actors and no studio warehouse
• 3D reserved for what a camera cannot show — payload path and safety envelope
• Cut-down plan defined before the edit, not retrofitted afterwards

Design & Motion

A motion language built from the robot's own movement — weighted easing, no bounce, nothing decorative.

• Typographic system matched to the Atlas brand with a motion specification
• Data overlays animated from real telemetry captured on site
• Grade: cool industrial base with a warm operator key light
• Sound design built from recorded on-site machinery

Production & Delivery

Two shoot days, four weeks of post, delivered in every format the client needed for a year.

• Two-camera shoot with a gimbal and probe lens across two facilities
• 3D exploded-view sequence rendered in Redshift and comped to plate
• Masters for cinema, web, trade booth loop and 9:16 social
• Captioned and audio-described versions for accessibility

Final Showcase

The film opens the Atlas homepage and runs on every booth screen they take to trade shows.

• Hero film: 96 seconds, 16:9 and 9:16
• Cut-downs: 30s, 15s and 6s across paid channels
• Motion kit handed to the in-house team with source projects