The brief
Show the process.
Make it understood.
The task was to reveal the inner workings of large industrial freezing and proofing lines. Each film had its own set of selling points to explain, from the overall machine to the details of how products move through it.
Pre-production with the client was essential. Working closely together answered the questions that shape every shot: how each part moves, what it’s made of, how fast the belts run, and whatever else came up during production. Although similar in nature, each machine brought its own challenges. Settling early on which parts had to be shown saved production time, and smart technical optimization made it possible to move hundreds of thousands of individual pieces on screen without compromising the look of the real star of the show: the conveyor belt.