Film and television or glossy magazine?

Posted By on 2011-10-07

Das Filmteam rückt eine die Magnetarc Anlage ins rechte Licht

Photos and videos showcase products and systems in their best light

“Lights, camera, action.” All systems are go and the photo shoot can begin. Everything is tidied up, workpieces are on hand and the operators are ready. Teams working on photo and film projects come to us or our customers again and again. They shouldn’t be confused with the television crews who work for well-known broadcasters. Rather, they are companies that have been commissioned especially to show off products and systems in the right light. The teams want to capture project documentations, technical highlights and innovations, and also just “attractive” special cells or systems. The results are used by themarketing department for PR and advertising purposes, by project teams to produce documentation or future offers, and by the sales team for demonstrations at customers’ locations.

It is all a question of good timing

It’s important for the department concerned to coordinate with the marketing department, and potentially the customer, to clarify which process highlights, special features and topics should be recorded. It’s often difficult to find a suitable time window for the recordings during the startup phase, in which time plays a crucial role. The system must be in automatic operation and there have to be enough workpieces available. Logically, a film in which the system isn’t running can’t be used. The takes have to capture multiple process cycles being completed without faults. In the final cut, where details and technical highlights are layered in, the system must operate in “production mode”. It is often hard to imagine how much time it really takes to make these recordings. Including time to set up and take down the equipment, it can take a half day for a rather small cell. The same amount of time is also required for still photos. This is why it’s important to plan everything on time and sufficiently in advance. Finally the film material is given to the customer for approval. But before this, it must be internally reviewed, evaluated and adapted, if necessary.

Coordination with strict requirements

On-location shoots at the customer’s site are more interesting than using in-house mock-ups, but they require a much greater effort. Filming a (partial) system in its entirety in a production environment is what really draws attention to the performance of our components and systems. But it is often difficult to receive permission to make these recordings due to strict requirements and confidentiality agreements with our customers. The advantage of filming at the customer’s location is that multiple cycles can be recorded; ongoing production cannot be interrupted, how-ever. Moreover, there isn’t very much space in the customer’s facility sometimes, so there’s hardly enough room to maneuver a camera.

The results of the work are often so aesthetic that they could easily hold their own against the pictures in a glossy magazine – some of the pictures and recordings have already been published. You can see several examples in the myKUKA Portal and on the KUKA YouTube channels. And it won’t be long before it’s “Lights, camera, action” once again.


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