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Croft Filters
Corporate Video
Showcasing Croft Filters unique ability to produce and deliver bespoke filters for their clients, demonstrating their efficiencies, capabilities and point of difference.
Having maintained their position as the leading UK manufacturer and supplier of custom filtration solutions for 30 years, Croft Filters have forged long-lasting client relationships within the Oil & Gas, Food & Beverage, and Pharmaceutical sectors.
Reinforcing their brand identity and service provision to both new and existing customers, Croft Filters enlisted our corporate video production services to showcase a visual demonstration of their efficiencies, capabilities and point of difference. Embedded within the website and used within proactive marketing campaigns, a branded concept video needed to showcase how Croft Filters fulfilled orders to an impeccably high standard and within a competitive time frame.
The desired narrative would lead the target audience through the swift operation of filter creation. Showcasing the process from a customer ordering at 9am to release for delivery at 3pm the same day. Technical aspects of the production would need to be visualised to reinforce the quality of the output. This included processes such as the punch press, forming rollers, welder close-ups and zoom shots.
Our Solution
The most integral aspect of a successful campaign begins with translating the client brief into actionable and strategic activity – keeping the core objectives in mind at all opportunities.
Collaborating with the client to produce an overarching storyboard, the breakdowns of shots, timing, and structure then enabled a precise schedule to be mapped out for the project. Through regular communication, decisions on equipment, locations and personnel lists were swift and allowed for seamless planning, with all involved equally educated on the content that needed to be attained in order to achieve the original goals.
In line with the narrative, all filming took place within the Croft Filter warehouse. This ensured that any content captured was authentic and an accurate representation of the normal working environment. The clear manufacturing elements (busy work stations, health and safety signage, well used tools) were not hidden from shot. These raw aspects were put in focus to highlight the experience of the team and the brand as a whole.
The machines and intricate products formed the basis of the shots, with minimal lifestyle/employee b-roll (as per the client request). Ensuring the systems took centre stage tied into the ‘six-hour window’ narrative, and really highlighted their point of difference.
Project management and precise timing saw filming complete within a half-day deadline. Enabling our post-production team to work on the editing quickly. The team uploaded original, RAW footage clips to Davinci Resolve 18 and condensed these to form a flowing playthrough of the storyboard, including over shoulder shots, turning zooms, and varying angled views.
Davinci Resolve 18
Isolated colour grading of each clip gave a vibrant touch to the final product. With the additions of a logo title screen and ambient music, we produced a formal yet emotive aesthetic. Further highlighting of the ‘fluid techniques’ that contribute to a filters timely completion, we also integrated a 12-hour animated clock layered over the video.
The video was then disseminated through Croft Filters digital marketing platforms, including their website and social media channels.
Conclusion
Partnering with organisations across the globe to reinforce their brand identity, TMC have a proven track record of aligning with and helping to achieve key commercial objectives. Through the medium of corporate video production, with experienced post-production, the opportunity to reimagine real-world operations through a digital lens could be the next step in achieving your growth goals.
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