Client: Thermo King
Project Type: Trade show presentation video
Purpose: Communicate key capabilities visually without relying on sound.
Thermo King engaged Dream Engine to produce a trade show video for their exhibition stand at an industry event in Brisbane.
Trade show environments are busy and noisy. Visitors move quickly from stand to stand. The video needed to communicate visually, make sense without audio, and capture attention within seconds.
The objective was to communicate Thermo King’s capabilities and national presence while showing their work in a concise, high-impact way.
What a Trade Show Video Needs to Do
A trade show video has a different job to a website or sales video. It must work on a loop, in a noisy space, with viewers watching for only a few seconds at a time.
- Capture attention quickly using strong visuals and movement.
- Communicate without sound through clear sequencing and on-screen messaging.
- Support brand recognition with a consistent visual style.
- Make sense at any point in the loop, even if someone starts watching halfway through.
These requirements shaped every stage of planning and production.
Pre-Production
Thermo King manufactures temperature-control systems for transport vehicles, including air-conditioning systems for buses.
For this project, we focused on the journey of a bus arriving for service, then followed the service process through key stages and facilities.
Because the story needed to be told visually, we planned each scene in advance and built a structure that could be understood without narration.
- Establish the environment quickly so viewers understand the context.
- Show the service process clearly and sequentially.
- Demonstrate scale and professionalism through locations and activity.
- Maintain visual continuity so the video feels cohesive.
This approach kept the shoot efficient and made the edit more predictable.
Production
Filming took place on location at Thermo King’s facility. To create movement and visual interest suitable for a large trade show screen, we used a range of camera techniques.
- Drone footage to establish location and scale.
- Slider and dolly shots for controlled motion.
- Gimbal work for smooth movement around vehicles and equipment.
- Scissor lift access for elevated angles.
- Under-vehicle camera mounting for a unique operational perspective.
We filmed in 4K to support high-resolution playback on large displays and to allow flexibility during editing. The goal was a clean, cinematic look that reflected Thermo King’s brand.
Post-Production
Our video editor structured the edit to prioritise clarity without sound. Each action leads naturally into the next so viewers can understand what is happening at a glance.
Motion-tracked on-screen text was added to highlight key information without turning the video into a presentation.
- Continuous visual flow designed for looping playback.
- On-screen messaging to support silent viewing.
- Colour grading for consistency and polish.
- Formatting suitable for trade show displays.
Outcome
The finished video helped Thermo King communicate their capability quickly and clearly in a high-noise exhibition environment.
It attracted attention at the stand and gave visitors an immediate understanding of what Thermo King does, how they operate, and the scale of their service work. The video is now also used beyond trade shows as part of ongoing promotional activity.
If You Need a Trade Show Video That Works Without Sound
We produce trade show videos designed for real exhibition conditions. Strong visuals, clear sequencing, and messaging that still works when audio is off.
Call 03 8678 0316 or send an enquiry to discuss your upcoming event.
Trade Show Video – Frequently Asked Questions
Why does a trade show video need to work without sound?
Trade shows are noisy environments and visitors rarely stop long enough to listen.
A trade show video must communicate visually through imagery, sequencing, and on-screen text.
How long should a trade show video be?
Between 30 seconds and 2 minutes works well.
The video should loop cleanly and make sense regardless of when someone starts watching.
Can a trade show video be repurposed for online use?
Yes. Additional edits can be created for LinkedIn, websites, sales presentations, and internal use.
Planning for this early allows footage to support multiple versions.
Do we need actors or can staff appear in the video?
Both approaches can work.
Actors suit controlled performances, while real staff are often better for showing genuine work.
The decision depends on what the video needs to communicate quickly.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
