Pre-Production

Concept & Scripting

For Liberty Lift’s Conventional Beam Pumping Unit project, we set out to create a high-quality 3D photorealistic animation that clearly conveyed the product’s competitive advantages. Liberty Lift provided us with photo references, technical drawings, and 3D models in STEP file format to ensure accuracy. The animation focused on highlighting the unit’s superior durability, efficiency, and compliance with safety standards. Our scripting emphasized key differentiators, including its ability to exceed API 11E criteria, extended bearing lifespan, precise gear meshing, and advanced safety features.

Storyboarding & Rapid Prototyping

Given the technical complexity of the subject matter, we prioritized rapid prototyping (RP) over traditional storyboarding. The first RP phase focused on pure animation—without textures, materials, or an environment. The pumping unit was fully rigged and animated to match real-world operation, allowing us to establish camera movements, shot composition, and scene transitions before rendering at full quality.

To ensure accuracy, we provided Liberty Lift with still renders from multiple angles for review before proceeding with full animation. This iterative process allowed for validation of the model and adjustments where necessary. The RP phase also included a shot sequence proposal to guarantee that all critical aspects of the pumping unit were captured from the best possible perspectives.

Visual Style Exploration & Prototyping

Initially, we considered visualizing the metal casting process used by Liberty Lift’s metallurgists, but we later replaced this with real-world photography for greater authenticity. Additionally, we developed a semi-holographic 3D model view, using turntable animation and on-screen data overlays to illustrate the product’s extensive testing and validation process.

Client Feedback & Refinements

Client input played a critical role in refining the animation structure. Key adjustments included:

• Converting static graphs into a dynamic 3D view to better illustrate bearing longevity.

• Adjusting camera angles to highlight specific engineering details more effectively.

• Replacing the casting animation with documentary-style photography for a more authentic representation.

• Refining the exploded parts sequence to improve clarity in showcasing the unit’s assembly and functionality.

Production (Full Production / FP)

Design & Animation

Once RP was approved, we moved into full production. The first step was constructing a realistic environment based on Liberty Lift’s reference photos. This included desert terrain, scattered foliage, and an industrial aesthetic to reflect real-world conditions where the unit operates.

We then focused on refining the unit’s materials to enhance realism—ensuring accurate textures for painted metal, polished gears, and metallic bearings. The animation was carefully rigged to replicate smooth, precise mechanical motion, mirroring real-life operation.

Advanced Animation Techniques & Enhancements

Several advanced techniques were incorporated to elevate production quality:

• Exploded Views – The most intricate sequence involved dynamically disassembling the pumping unit into hundreds of individual parts while the camera navigated through the assembly. This created a striking visual demonstration of the unit’s complexity and precision engineering.

• Glass-Covered Gearbox – To reveal internal gear mechanisms without removing the casing, we applied a transparent glass shader to the gearbox. This allowed viewers to observe the hobbing process in action while maintaining enclosure integrity.

• Holographic Testing Visualization – A semi-transparent turntable animation showcased the unit’s rigorous testing procedures, overlaid with technical specifications, progress bars, and compliance indicators emphasizing adherence to API 11E standards.

Collaboration & Revisions

Throughout production, Liberty Lift remained closely involved in refining the animation. Notable revisions included:

• Enhancing the exploded bearing sequence by adding detailed inner components and dynamic camera movements.

• Reducing the number of engineering drawings in the workspace scene for a cleaner, more intentional look.

• Adding relevant engineering tools and contextual elements to heighten realism.

• Refining on-screen graphics to ensure technical data was clearly legible and visually integrated into the animation.

Post-Production & Delivery

Final Compositing & Color Grading

Once rendering was complete, all scenes were composited in After Effects, with color correction and grading applied to maintain consistency across shots. We optimized the look to be bright and high-contrast while preserving realistic tones for both the environment and the pumping unit.

On-Screen Graphics & Enhancements

To reinforce the animation’s technical accuracy, we incorporated:

• Key bullet point highlights appearing over critical moments in the animation.

• Dynamic data overlays updating in real time during the testing sequence.

Final Audio Mix

A professional voiceover narration was synced with on-screen visuals to guide viewers through the product’s features. 

Final Edits & Optimization

Rendering was executed through a dedicated render farm, allowing for last-minute refinements without compromising deadlines. The final animation successfully highlighted Liberty Lift’s HE Beam Pumping Unit, emphasizing its reliability, superior engineering, and industry-leading durability. Through high-quality 3D animation, exploded views, and dynamic camera work, we delivered a visually compelling and technically accurate representation of the product.

Transcript:

Selecting a reliable beam pumping unit is a critical decision to make as you plan to extend your wells optimal production, prolong operating life, reduce downtime, and ensure personnel safety.

Liberty Lift HE and EG units stand apart from the rest.

How did we gain our reputation for reliability?

First, our pumping units are engineered by experts who created many of the designs sold by other manufacturers today. That expertise translates into improved quality. Like casting pause for component parts supervised by our metallurgists to meet exacting standards, rigorous and comprehensive fabrication quality procedures that exceed API11E criteria.

Materials and precise machining of bearings for capacity and operating life, far surpassing those of competitors. Reducer gears cut with high-quality hobbing for precise meshing and quiet, reliable performance.

A unique oiling system design, allowing our units to operate as low as one stroke per minute, with proper lubrication of bearings at all speeds.

Advanced guard and component designs to increase worker safety from all moving parts, and testing and prepping of each unit before shipping to verify parts compatibility.

Little things that others overlook are checked and rechecked. That's part of our standard operating procedure.

Our beam-pumping units offer it all. Reliability. Quality. Innovation. Safety. Performance.

Liberty Lift. People with experience providing the best artificial lift solutions for your well.