Pre-Production

Concept & Scripting

For the XL416 pumping unit animation, we built on our existing 3D model of a previous Liberty Lift XL unit, making precise modifications to reflect the XL416’s specific height and structural adjustments. The client provided reference drawings, ensuring our updates aligned with engineering specifications. Additionally, we created three unit variations to showcase direct comparisons in the final video, highlighting the XL416’s increased capacity and efficiency.

Storyboarding & Rapid Prototyping

The rapid prototyping (RP) phase was highly iterative, undergoing three to four rounds of refinements to nail down key visual elements. Given the technical nature of the product, every component had to be depicted with absolute accuracy. This required ongoing collaboration with Liberty Lift to verify engineering details and ensure that each part was represented correctly in motion. While RP didn’t include textures or final materials, we implemented rough lighting, particularly for the dramatic introductory shots.

We started with base geometry to ensure the mechanical structure was correct. The animation focused on key movements—such as the up-and-down motion of the polished rod, the chain-driven lubrication system, and the hydraulic rollback system. RP serves as an early preview, so instead of final shaders and high-res textures, we used simple, uniform materials to clearly define shapes and forms. We also tested multiple animation approaches for the pumping rod movement, balancing realism with visual clarity.

What Early Visual Styles Were Explored?

From the outset, we envisioned the video as a high-impact teaser, similar to an automotive reveal. Early lighting tests focused on creating an atmospheric silhouette effect, using subtle light reflections to emphasize the XL416’s form. We refined the balance of highlights and shadows to achieve the desired cinematic effect. Additionally, different camera angles were tested to maximize impact during the unveiling.

How Did We Prototype Animation Concepts?

During RP, animation focused on camera motion, unit scaling, and mechanical movements. One of the challenges was accurately depicting the pumping rod’s length. We experimented with different approaches before settling on a slow vertical tracking shot that emphasizes its size. The pacing was carefully adjusted to hold viewer engagement, letting them fully grasp the unit’s scale before transitioning to the next scene.

We also tested the lubrication system’s work, ensuring the gear rotation and nozzle spray behaviors were synchronized. Since fluid simulations weren’t included in RP, we used placeholder effects to visualize the lubrication process. Once these foundational elements were approved, we moved forward with more advanced dynamics in full production.

How Did the Client’s Feedback Shape the Direction?

Liberty Lift’s feedback was instrumental in refining RP. Key client requests included:

• Ensuring Liberty XL branding remained visible throughout the video, including on the unit’s side and top drum crown.

• Adjusting the introductory camera movement to start from the bottom and move upwards instead of top-down.

• Aligning ladder cage bottoms for accurate height representation across unit comparisons.

• Updating the production increase graphic to use a bar chart instead of plain text for better visual impact.

• Enhancing the lubrication system animation, showing spray nozzles in action and depicting fluid dripping onto the chain and gears.

These refinements ensured the final animation not only delivered technical accuracy but also aligned with the client’s marketing vision.

Production (Full Production / FP)

Design & Animation

With RP approved, we moved into full production, applying high-resolution textures and detailed materials. We struck a balance between realism and a polished “new product” aesthetic. The XL416’s signature yellow paint was carefully shaded with subtle smudges and imperfections to maintain a fresh yet realistic look. Additional materials included rubber for hoses, metallic finishes for gears and chains, and brass fittings for lubrication components.

In FP, all mechanical components were fully rigged to ensure smooth, realistic motion. The chain and gear system required precise kinematics to replicate real-world movement, particularly in the lubrication system where fluid interacts with moving parts. We also fine-tuned the hydraulic rollback system animation, ensuring it retracted and extended with accurate force dynamics.

What Style Choices Were Made, and Why?

• Dramatic lighting and a dark background were used to create high contrast, making the XL416 stand out.

• A high-quality HDRi environment added natural reflections, enhanced by strategically placed area and spotlights for a cinematic feel.

• The color palette adhered to Liberty Lift’s branding, with on-screen graphics featuring blue and yellow highlights for consistency.

Any Unique Animation Techniques Used?

• Fluid simulations (via RealFlow in Cinema 4D) accurately depicted lubrication spray and drip mechanics. We fine-tuned viscosity settings to achieve natural dripping and misting effects without overcomplicating the render.

• Mechanical rigging for gears and chains ensured realistic movement. We used spline-based constraints for the chain animation, ensuring smooth rotation along the gear’s curvature.

• Camera transitions were synchronized with musical beats, enhancing pacing and visual impact.

Any Specific Music or Effects Choices That Enhanced the Video?

Dramatic, suspenseful music reinforced the teaser’s reveal theme. Shot transitions were carefully timed to align with the music’s rhythm, creating a seamless, high-energy viewing experience.

Collaboration & Revisions

Final production refinements based on client feedback included:

• Adjusting animation pacing for the rod travel sequence to emphasize its length.

• Ensuring all units moved at different speeds, reflecting real-world pumping action.

• Enhancing Liberty Lift logo visibility through subtle on-screen highlights.

Any Challenges in Execution and How We Solved Them?

• Logo Adjustments: The curved logo on the top drum couldn’t be replaced in post, so we selectively re-rendered affected frames.

• Fluid Simulation Complexity: Lubrication spray details required multiple test simulations before we achieved the right realism.

• Lighting Refinements: Early post-production tests showed overly saturated colors, requiring selective desaturation for silhouette shots to maintain the dramatic reveal effect.

Post-Production & Delivery

Final Compositing & Color Grading

Rendered frames were composited in After Effects, with on-screen graphics and animations seamlessly integrated. A final round of color correction ensured consistency across shots, with selective desaturation applied to early reveal sequences for added impact.

Ensuring Brand Consistency

We followed Liberty Lift’s brand guidelines precisely, using their official color palette and typography. Additional graphical elements, like feature callouts, were styled to align with their existing marketing materials.

Final Audio Mix & Enhancements

The final mix balanced background music with clear narration, ensuring key information remained prominent. 

Transcript:

In challenging times, the need for innovation is pivotal for success.

Today, Liberty Lift brings you the next evolution in long stroke pumping units.

The new XL 416 from Liberty Lift delivers the longest stroke length ever achieved at 416 total inches, combined with a 55,000 lb Peak Polished Rod Load rating.

This creation will raise the ceiling for reciprocating rod lift applications, giving you even higher rod lift production capabilities and earlier lift conversion opportunities while packing the same innovative features you’ve come to rely on in all our XL models. 

The demand for more production, reduced pumping cycles, and increased pump efficiencies through higher compression ratios is continually evolving. 

The Liberty XL 416 approaches these unconventional challenges with the quality and service to back it up.