Norton Electric Sander Product Video | Turps Film

Storyboarding

Typically with any type of commercial, it’s always best to go in with an approved storyboard before starting production. We need to make sure that our understanding of the brief is actually aligned with their needs. It’s all well and good creating a shot list, but without a visual reference, there could be key notes regarding composition or pace that could be missed on the day. So by creating a storyboard, (and often an animatic), we can give the client a clear reference for what we’re planning to shoot.

There’ll always be minor deviations due to things like set dressing, access, or even improvements on the day, but having a storyboard that’s been signed off can save hours in post-production. The storyboard included opening Norton branding, close-up product hero shots, LED indicators, speed controls, power details, hose configuration, abrasive disc application, trolley reveals, sanding in use, cruise control, reactive brake system, 3D breakaway moments, block sander applications and final hero product shots.

That planning helped us to schedule our production. It also meant we could build in space for more ambitious technical elements, including VFX overlays, 3D animation, HDRI capture and specialist lens tests.

What on earth is that lens?

One of the more distinctive parts of the production was our use of a probe lens.

For a product like this, standard close-ups can show the tool clearly, but they do not always give the viewer that sense of being right inside the action. The probe lens allowed us to capture much more immersive detail, moving closer to the sanding surface, product controls, abrasive discs and body panel than a conventional lens would comfortably allow.

Was it needed? Definitely! Did we spend a lot of time gushing over the footage? Absolutely! Is it a complete faff to use? Yes!

When using a probe lens, you need a veeerrrryyy stable surface. We used a very high-end slider and even on that we were getting some camera shake. Also, something we absolutely forgot about… When using the Laowa probe lens, all of the shots have a noticeable orange colour cast. Not the end of the world but it was something that needed to be considered when thinking about your post-production workflow.

We also captured comparison footage between the same shot filmed with a lovely Canon Sumire prime cine lens and with the probe lens. This is a brilliant behind-the-scenes asset because it shows the creative decision-making clearly. It demonstrates how a specialist lens choice can completely change the energy of a shot, turning a practical product demonstration into something much more cinematic. So please trust us when we say we can create a unique look for your film.

Luke Attempting to Explain Why We’re Using a Probe Lens

Clearly Luke loves doing pieces to camera. Not a bad job for an adlibbed piece to camera.

Gaffers don’t get the credit they deserve

The location had a lot of existing overhead light, which is useful for a working body shop but not ideal for a polished product launch film. Luckily we had one of the best in the business on Team Turps. Roberto Colapietro, as talented as he is lovely.

Our production team created a controlled lighting setup that allowed the product, panels and talent to feel shaped and deliberate. We captured before-and-after footage showing the same setup before the production lighting was turned on and after the space had been lit properly. We created a rig that Roberto could control from his iPad. This meant we could use creative lighting setups that matched the camera move. For example, when we do our hero product reveal, we pull out and as the camera is pulling out the light is increasing in brightness at the same time. A subtle effect but massively helps to sell the wow effect of the reveal.

That comparison is another great case study asset. It shows the difference between simply filming in a location and properly producing a scene.

3D Video Production + Live Action Video

The film was not built purely around live-action footage. It also included 3D and VFX elements to help explain product features that would be difficult to show through camera footage alone.

The storyboard includes planned 3D breakaway moments, animated product elements, ripple/pulse effects, branded graphic overlays and technical product detail shots. These sequences allowed the film to move beyond surface-level demonstration and give the viewer a clearer sense of how the product works.

Getting this right involved a load of frame by frame fun, creative tweaking of the rendered elements and a few renders until we got it looking amazing. We LOVE incorporating 3D into any of our projects.

The Grade

The grade was a key part of giving the final film its premium finish. With automotive surfaces, workshop lighting, body panels and product close-ups, colour and contrast needed to be carefully balanced so the film felt clean and commercial without losing the realism of the setting.

The final look needed to feel sharp, modern and technical, with enough atmosphere to give the film character. That meant refining the blacks, shaping highlights on the bodywork, keeping product colours accurate and ensuring the Norton branding felt strong throughout.

Deliverables

This production was planned to do more than create a single launch film. Alongside the main product video, the shoot was designed to generate a wider suite of campaign assets for Saint-Gobain Abrasives and Norton, giving the team a flexible set of content for launch, social media, sales and ongoing marketing activity.

• Main product launch film
• Short social-first edits
• Promotional stills
• Product hero shots
• Brand photography
• Application shots
• Behind-the-scenes content
• Multilingual versions
• 16:9 and 9:16-friendly framing
• Supporting 3D and VFX elements

The Result