Automated Bending at GCI Group with Bendcell 5000

The Brief
GCI Group approached us to create a suite of content to showcase the launch of their new TruBend Cell 5000 automatic robot bending machine. As one of only a handful of companies in Australia using this cutting-edge technology, they wanted to highlight their leadership in advanced manufacturing, while producing material for social media, email marketing, and client communications .

Our Approach
We designed a half-day shoot at GCI’s Brisbane facility, combining cinematic visuals with high-end motion graphics to communicate both the technical detail and the bigger vision. Using remote cinema cameras, we captured dramatic close-up shots of the machine in operation (from angles that wouldn’t be safe for humans to film) to emphasise its precision and power. Drone footage gave scale to the factory floor, while interviews with GCI’s leadership grounded the story in the company’s vision for productive Australian manufacturing.

Alongside the videos, we delivered a suite of still images to support GCI’s marketing campaigns. Our in-house motion graphics team developed dynamic overlays to call out features such as multi-gripper flexibility, automated tool changes, and laser-accurate bending, reinforcing the BendCell 5000’s capability and efficiency.

The Outcome
The final package included a high impact 60 second promotional video, along with a suite of 20 professional product images. The content is being used across GCI’s website, social media, internal comms, and marketing campaigns, positioning them as a leader in robotic metal processing.

Client Feedback
“Edwin and his team were professional. They planned everything in advance, so we all knew what to expect from the project. On the shooting day, they arrived on time with the best equipment. We were really happy with the final work. Highly recommended!”
– Elham Vahidinia | Marketing Specialist, GCI Group