Highlighting our most used SFX rigs in tabletop video productions
The world of tabletop SFX engineering is a deep one. Before we dive into the black hole of metal fabrication, 3D printing, robotic programming, pneumatics… and let’s not forget the laws of physics… let’s start with a primer on some of the basic builds and their functions used at Claro Studioworks.
First off, let’s define what we’re talking about. “Visual engineering” is a term coined by Steve Giralt, founder of The Garage in Brooklyn. It refers to the integration of scientific disciplines (mechanical, electrical, computer, etc.) into visual storytelling to unlock new possibilities for commercials. It’s how Cheerios and milk collide perfectly in mid-air. It’s how flames are choreographed to the perfect height in a Tabasco ad. Simply put, it’s where science and art meet, and the advertising world has never been the same.
Jump Table
Let’s start with a visual engineering all-star: the jump table. This rig is our go-to for capturing those perfect, mid-air “hang time” moments. The jump table is highly adaptable, capable of launching multiple items at once. In a recent shoot with Amores Chiles, we used it to highlight the ingredients in their savory salsa macha, seamlessly transitioning from a prior shot where the camera dives into an open jar. This SFX rig is easy to reload and repeat, making it a favorite for creating endless “oohs” and “aahs” back at video village.
Launcher
Next is the first SFX rig ever built at Claro Studioworks: the Launcher. Simple, versatile, and reliable, it works similarly to the jump table for single ingredients but shines in its ability to launch at any angle within a 175-degree range. In the example shown, we synchronized multiple launchers to intersect in mid-air, creating a visually stunning collision. With custom-fit containers, we can fine tune the Launcher’s precision to perfectly suit each product.
The Thumper
My personal favorite I’ve affectionately named “The Thumper.” This is what allows us to launch ingredients straight at the camera. Keeping a flexible surface slightly below the stroke length of this SFX rig transfers the kinetic energy straight to ingredients, sending them flying into the air toward the camera. You can see here a few examples we’ve used this past year here:
Dropper
The dropper is another widely-used build in our toolbox of tabletop SFX engineering. In many ways, it acts as the opposite of The Thumper. Instead of a powerful force from below, our dropper SFX rig uses gravity to land the hero product onto the tabletop. Its small form factor, accuracy, and repeatability make it the clear choice over having someone’s hands stretching across the set. Not only does it keep our workspace uncluttered and lighting uninterrupted, but it also ensures consistent placement shot after shot.
Turntable
Widely used in e-commerce and social media, our turntable offers programmable speed, rotation angle, trigger timing, and ease in/out moves. This setup allows us to showcase every angle of a product in a single take, rather than splicing together multiple shots. One of my favorite SFX engineering tricks is to embed it flush with the tabletop for a seamless effect.
Motorized Push & Pull
The SFX rig behind this practical visual effect helps put the icing on the cake in scenes with multi-axis movement. An example here is a studio test for Neighbor’s Mill, where we used it to slide a bag of flour out of view as the camera pushes in on the hero bread, providing smooth X-axis movement while the camera operates on the Z-axis.
As with most builds in visual engineering, it’s only limited by your imagination. We’ve used this setup many times to discreetly close packaging, lower props into frame, and send objects rolling across the screen.
Thanks for joining me on this journey through Claro Studioworks’ fundamental rigs for tabletop SFX engineering. These tools enable us to create distinct and dynamic visuals that resonate with consumers while conveying each brand’s distinct identity. Stay tuned for more insights and experiments as we break through creative boundaries and explore new visual possibilities.
Please drop me an email or message on Instagram if you found this useful or would like to connect.
Until next time stay well,
Jonathan