Bobcat all-electric compact track loader scooping dirt inside a dimly lit warehouse with overhead lights.

T7X | Bobcat

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[ the problem ]

We were asked by Bobcat to create a video for their new product: the Bobcat T7x. This video was meant to be a commercial for Bobcat to show at the 2022 Consumer Electric Show (CES). The T7x is a 62-kilowatt lithium-ion battery powered compact track loader. A fully-charged version of this vehicle goes up-to-bat with, and even out performs, its diesel powered competitors. This model won awards in both Vehicle Intelligence & Transportation and Smart Cities.

When our team is shooting a new product, especially displaying the technical features of a brand like Bobcat, we make sure to do heavy preparation before shooting so that we are able to successfully and creatively highlight the details of the vehicle. For a commercial like the one we were aiming to shoot, it is also best practice to identify the music or sounds that are going to be featured beforehand. This helps us to capture the best shots when we are on location, keeping the tempo of the final video in mind and aware of the mood we are planning to set. Making sure to take both of these steps made our filming process concise, effective, and productive.

[ our solution ]

The actual shoot for the video took place at the Acceleration Center, commonly described as the playground for Bobcat’s engineers. It’s a testing center located in Bismarck, North Dakota. The shoot itself took place over two days and included six people on our own team and a locally sourced grip truck. Within the facility, we utilized the skylights (a pre-existing feature of the building) to add a new dimension of light to both the foreground and background. We also used a fog machine to diffuse the natural light entering through the skylight, creating a cloudiness that added depth and heightened the impact of key visual reveals. To capture the internal functioning of the machine, we utilized a probe lens. This allowed us to get up close and tight with the internal hydraulics and zoom out to an outside view of the electric track loader.

In Post-Production, bringing in a motion graphic specialist, we hand traced and laid motion graphics onto the vehicle. This addition to the video is meant to convey the forward-thinking essence of the vehicle itself and provides a hi-tech, visual touch. We also made sure that the blue and orange tones in the lighting and graphics play directly into the branding for the T7x. We understand that details such as these, although small, can be incredibly impactful and effective.

In the end, we were proud to deliver a polished commercial that showcased the capabilities of the T7x, as well as highlighted the breadth of Press Record Media’s own creative expertise and capabilities. More than just human subjects, we can transform products into captivating and enticing visual subjects, exciting our audience members with the sight of innovative ideas.