ServiceProduct films

The brief

Aptella, formerly Position Partners, supplies positioning and geospatial technology across Australia, with precision tools for construction, mining and surveying.

iMEX, a brand recently acquired by Aptella, tasked Cinema 7 with producing five promotional videos to showcase their laser and measuring products. The objective: attract young Australian tradies who might benefit from these tools, emphasising practicality while appealing to a tech-savvy audience.

Getting the tone right

We built the creative direction around what this audience actually responds to: dry humour, energetic music and carefully composed shots. The shoot took place in Orange, NSW, which demanded efficient logistics under a tight timeframe. Some of the people on camera had never done it before, so a relaxed set mattered more than the schedule. Aptella was happy with the final series, and it led to more work soon after.

iMEX product film · 01 — poster frame — iMEX product film · 0101:10

iMEX product film · 02 — poster frame — iMEX product film · 0201:06

iMEX product film · 03 — poster frame — iMEX product film · 0300:51

“Micky was a pleasure to work with from start to finish. Professional, with great communication at all stages of the process. Micky did his research and arrived at the filming day with a vision and great ideas, to show the best features of our products. We are very happy with the end results and would highly recommend Cinema 7.”

Aptella

Getting the tone right

AHIA