Mi-T-M moved and upgraded six parts inside its HEG Series hot water pressure washers. We made a 48-second 3D animation where each part slides from its old spot to its new one, so dealers see the change in seconds instead of reading a spec sheet. Three weeks from start to delivery, one round of feedback.
Mi-T-M builds industrial pressure washers in Iowa, and the HEG Series is one of its stationary hot water machines. For the new model, their engineers had reworked the inside of the unit to make it easier to install, service and run. From the outside, though, the new machine looks almost the same as the old one. That was the problem.
Jon at Five Point Media House, a US agency working with Mi-T-M, brought us in with a clear script and the CAD files for the updated unit. The video had to explain six changes:
The audience was dealers and their customers: people who already know the old HEG and need to see, fast, what's different and why it matters to them.
The client hadn't settled on how to show the changes. The two obvious options were putting the old and new models side by side, or showing the new model with text callouts on each change.
We didn't like either for this job. Side by side makes the viewer play spot-the-difference between two nearly identical machines. Callouts tell you where a part is now, but not where it came from, and "where it came from" is the whole story for someone who already owns an HEG.
So we suggested showing the real movement. The float tank lifts out from under the unit and travels to its new place on the back. The ignition controller slides into the electric box. The high-pressure outlet moves up from the bottom to the heating coil. Viewers watch each part go from A to B, and the change makes sense without anyone having to explain it. Jon and the Mi-T-M team went with it.
The movement idea had a cost. Every part now needed time to travel, and when we first laid it out, the video ran well past what a dealer will sit through.
We didn't want to cut changes or rush the moves, so we fixed it with the camera. Instead of cutting to a fresh shot for each change, the camera moves around the machine in one continuous path. It finishes one change and is already framing the next. No time is lost re-establishing where we are on the unit, and the viewer never loses their bearings.
That saved time went into the parts that matter: the moves themselves, and just enough on-screen text to name each change. The PLC and the remote-ready quick connect get a highlight instead of a move, because nothing moved there; it's new. The final cut is 48 seconds on a clean white background, with no clutter competing with the machine.
We shared previews at each stage so there were no surprises at the end. The only change Mi-T-M asked for was to add the new safety and product information decals to the machine, so the video matches the unit dealers will actually receive. We added them, and that was the final version.
From kickoff to final delivery took three weeks. Mi-T-M is using the video for the launch of the updated HEG model.
The client was happy with the result, and so was Jon. This project was the start of a working partnership with Five Point Media House. As of today we're on our seventh project together.
For an agency, that's what matters most: a 3D team that gets the idea right the first time, keeps to the script and the timeline, and makes them look good in front of their own client.
Move the changed parts from their old position to the new one on screen. Viewers who know the old model get it immediately, and new buyers still see where everything sits. Side-by-side comparisons and text callouts work too, but they make the viewer do the work.
For dealers and existing customers, under a minute. This one covers six changes in 48 seconds. A continuous camera path saves the time you'd lose cutting between separate shots.
Yes. Mi-T-M came with a script, and we planned the animation around it, then suggested changes where the visuals could do more than the words.
This one took three weeks from start to final delivery with one round of feedback. Timing depends on how many changes there are and whether CAD files are ready.
Yes. This project came through Five Point Media House, a US agency, and we're now on our seventh project together. We work to your script, your timeline and your client's brand.
