Floating Motion – Creating a Seamless Product Film with Motion Control
The Brief
Our client approached us to create a sleek, high-end product film that made their wheel product feel like it was gliding on air. The aim was to highlight the engineering quality and premium feel, with a clean and minimal visual style.
The Concept
We wanted to create an illusion of the wheel floating just above the surface—effortless, smooth, and elegant. That meant developing a rig and motion path that felt organic, with no visual interruptions or jarring transitions. The focus was on the feeling of motion, not just the mechanics.
Production Highlights
Funny enough, the production itself was actually the smoothest part. Once we had the set designed and the lighting locked in, everything came together. There were no lighting changes needed during the shoot, aside from a subtle light pass over the logo in the intro, which gave it a nice premium reveal.
Programming the robot moves to match the shot list was pretty straightforward, and our motion control setup gave us the precision needed to hit the same marks every time.
The Real Challenge: Rig Development
Where things got interesting was in building the custom rig. To achieve that floating effect, we needed ultra-smooth rotational movement that worked in sync with the camera moves. That’s where our engineering side kicked in.
From initial sketches to final build, the whole process took around a week. That included waiting on components, testing different configurations, and plenty of trial and error. The final setup featured a stepper motor rig with rotary control, synced with the robot arm to deliver pinpoint positioning and buttery-smooth motion.
Tech Behind the Magic
Motion Control: Robot arm programmed to precise move paths
Custom Rig: Stepper motor-powered product positioner
Sync System: Coordinated motion between robot and turntable
Lighting: Static setup with accent pass for logo reveal
Outcome
The final film delivered exactly what the client was looking for—high-end visuals with motion that felt elegant and effortless. The floating effect added a wow factor without distracting from the product itself.
This project was a perfect blend of creativity, technical engineering, and motion control—all the stuff we love doing.
🎥 Watch the BTS Video
Check out the behind-the-scenes look at how we brought this concept to life, from rig design to final shots.
Want to create something like this for your product?
Whether you're launching a new design or need to tell a product story with cinematic flair, we can help. Get in touch to start the conversation.