Case Study: Bobcat T7x Launch
The Challenge
Bobcat, a respected and well-known brand, was preparing to launch its first-ever all-electric product, the T7x, a 62-kilowatt lithium-ion battery powered compact track loader. Bobcat needed a real, informative product release film to show at the 2022 Consumer Electronics Show (CES). The film had to build genuine excitement for the product, explain its new features clearly, and stand apart from its diesel-powered competitors.
The Solution
Enter Press Record Media, a studio with real experience shooting heavy equipment. Our team, with a real understanding of the technical features of brands like Bobcat, spent two days shooting at the Acceleration Center in Bismarck, North Dakota.
- Preparation: We prepared carefully to highlight the real details of the T7x with clarity and intent.
- Setting: The shoot made use of the industrial facility's existing skylights and a fog machine to build a dramatic, visually striking environment for the vehicle.
- Music and Motion Graphics: We picked the music early to shape the shots around it, keeping the final film's tempo in mind from the start. A motion graphics specialist added hand-traced graphics that captured the forward-thinking nature of the vehicle.
- Brand-focused Visuals: The blue and orange tones in the lighting and graphics were chosen to align with the T7x's real branding.
- Specialized Equipment: To show the internal workings of the machine, we used a probe lens, giving detailed views of the internal hydraulics before pulling back to a full outside view of the electric track loader.
The Results
The final film landed at CES 2022, helping Bobcat pull off a real product launch. The T7x won awards in both Vehicle Intelligence & Transportation and Smart Cities. The audience walked away actually understanding the new product's real features, and the film's approach set it apart from every competitor in the room. It also won a gold Hermes award for Brand Marketing Film.
