Scientific video production for the ToneJet Cyclone

Industrial machinery can be impressive in person but difficult to explain through specifications and photographs alone.

For the launch of the ToneJet Cyclone, WaveFX combined live filming, interviews and 3D animation to show potential customers what the printer could do and why its technology mattered.

The client brief

The Cyclone was the first direct-to-beverage-can digital printer capable of printing both necked and un-necked cans.

ToneJet needed a promotional video for an upcoming trade event. The film had to introduce the machine, demonstrate its capabilities and provide the sales team with content that could be reused after the exhibition.

WaveFX developed the original brief into a collection of launch films, social clips, animation and exhibition-screen content.

“When we received the finished video, the results were truly stunning and achieved all our goals.” Marvin Foreman, ToneJet Sales Manager

Audience size and locations

The content was created for beverage manufacturers, packaging companies, print specialists and potential distributors.

It supported ToneJet’s sales and marketing activity at international trade events and reached additional audiences across the UK, Europe and North America through the company website and social media.

Platforms used

The completed content was prepared for:

  • Exhibition stand screens
  • The ToneJet website
  • LinkedIn and other social platforms
  • Sales meetings and presentations
  • Distributor communications
  • Repeated looping displays

Shorter edits introduced individual features, while the main film provided a more complete overview of the Cyclone.

Scientific video production setup

WaveFX filmed the printer at work, capturing the machine, printing process and finished cans from a range of angles.

The production included:

  • 4K machinery filming
  • Interviews with ToneJet specialists
  • Close-up product and process shots
  • A 3D animated fly-through
  • Social-media highlights
  • Looping exhibition videos
  • Graphics explaining key features

The 3D sequences allowed viewers to explore parts of the printer that were difficult to demonstrate through conventional filming.

Scientific video production challenges and how we addressed them

The Cyclone contains complex technology, but the finished videos needed to remain accessible to both technical and commercial audiences. We worked with ToneJet’s specialists to identify the features that were most important to potential customers.

Filming reflective metal, moving components and printed cans required careful camera placement and lighting. Each shot was planned to show the machinery clearly without interrupting its operation.

The exhibition content also needed to attract attention without relying on sound. We created short visual sequences, clear graphics and looping versions that could communicate the main benefits on a busy stand.

Measurable outcome

The production delivered:

  • One main product-launch film
  • One 3D animated fly-through
  • Three short social-media videos
  • Two looping exhibition films
  • Interviews and reusable product footage
  • Seven finished assets from one production

ToneJet used the videos across trade events, presentations, social media and its website. The wider collection gave its sales team useful content for different audiences without requiring a separate production for each platform.

Need to explain complex machinery?

WaveFX provides industrial and scientific video production for manufacturers, engineering companies and technology businesses across the UK and internationally.

Call Jamie or Chris on 01223 505600 or email hello@wavefx.co.uk to discuss your project.

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