Fab Shop Sizzle Reel

The Big Idea

This is a team where people, machines, and technology aren't separate parts of the process, they're extensions of each other, built from decades of knowledge that make the impossible look routine.

Project Role

Creative Director

Problem

GMR needed to showcase the experiential fabrication expertise of the Fab Shop, a design and fabrication team capable of building anything from small, detailed pieces to full scale Super Bowl productions. The goal was to raise awareness of their capabilities on GMR's website and social channels, attracting potential clients who might not otherwise know this level of craftsmanship existed in house.

Project Goal

Capture the Fab Shop through a lens of technology and innovation, highlighting the team as creators, fabricators, and technicians, while giving viewers a rare, transparent look inside how the space actually operates.

The Work

The process started with meeting the Fab Shop's owners and managers to understand their expectations and how they envisioned bringing the project to life, followed by a walkthrough of the space itself. That walkthrough revealed how flexible the shop's layout truly was, able to adapt to projects of any size, and seeing the machinery in motion shaped the direction of how the story should be told.

A concept deck was developed exploring different filming techniques, camera angles, and transitions, with one idea standing out, mounting cameras directly onto the shop's materials and equipment to capture a perspective no one had seen before. That concept, paired with a strong internal presentation, secured buy in quickly and moved the project into production.

Before filming, a list of questions was prepared for the Fab Shop managers, focused on how the team approaches projects ranging from large scale events like the Super Bowl to smaller, more intimate builds. Their answers, combined with the unmanned equipment level camera work, became the backbone of the final videos, a 30 second piece and a 1 minute piece, both built to show the craftsmanship and consistency behind every project regardless of scale.

Responsibilities

Creative direction, concept development, storyboarding, client facing presentation, video treatment design, production oversight, stakeholder interviews, content strategy.