Client: Thermo King
Project Type: Trade show presentation video
Purpose: Create a visually engaging video that communicates key capabilities without the need for sound.
Thermo King engaged Dream Engine to produce a tradeshow video for their exhibition stand at a trade show in Brisbane. Trade show environments are busy and noisy, and most visitors move quickly from stand to stand. This meant the video needed to be visually clear, easy to understand without sound, and immediately engaging.
The objective was to communicate Thermo King’s capabilities and national presence while showing their work in a way that was concise and visually strong.
Understanding the Content
Trade show videos need to:
• Capture attention quickly
• Communicate the message visually, without relying on voiceover or dialogue
• Support brand recognition
• Be easily understood by viewers who may only watch for a few seconds
This 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 video, we focused on the journey of a bus arriving for service, showing key stages of the service process and the facilities involved.
Because the story needed to be told visually, we planned each shot in detail. The structure needed to:
• Introduce the environment
• Show the service process clearly
• Demonstrate the scale and professionalism of the facilities
• Move smoothly from one sequence to the next without dialogue
The planning stage ensured the story was communicated efficiently and clearly.
Production
We filmed on location at Thermo King’s facility. To create movement and visual interest, we incorporated a range of camera setups, including:
• 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 for elevated angles
• A mounted camera under a moving bus for a unique operational perspective
We filmed in 4K to allow for high-resolution playback on large trade show screens and flexible cropping in the edit. The result was a clean, cinematic visual style that matched Thermo King’s brand and the environment in which the video would be displayed.
Post Production
Our video editor structured the edit to maintain flow from one action to the next, keeping the video easy to follow even when viewed in motion and without sound. The aim was to reduce any sense of stopping or restarting between scenes and instead create one smooth, continuous visual sequence.
In addition, we designed motion-tracked on-screen text to highlight key information. This allowed the video to deliver essential messages without looking like a slideshow or presentation.
Final finishing included colour grading, sound design and formatting for trade show playback.
Outcome
The video attracted strong attention at the stand and helped Thermo King communicate their capabilities quickly and clearly to visitors. It is now being used in ongoing promotional activity beyond the trade show.
If You Need Trade Show Video Content
We produce videos that are designed specifically for busy trade show environments. Our focus is on clear visual storytelling, strong imagery and messaging that works even without sound.
Call 03 8678 0316 or send an enquiry to discuss your upcoming event.
Trade Show Video FAQ
Why does a trade show video need to work without sound?
Trade shows are noisy environments and visitors rarely stop long enough to watch a full video with audio. A trade show video needs to communicate its purpose visually. Clear imagery, text elements and structured storytelling ensure the message comes across even when viewed in passing.
How long should a trade show video be?
Between 30 seconds and 2 minutes works well. The video should loop continuously and make sense regardless of when a viewer starts watching. The key is clarity and visual rhythm rather than duration.
Can one video be repurposed for online use?
Yes. Once the trade show version is complete, we can edit additional formats for LinkedIn, website use or internal presentations. Planning this in advance lets us capture footage that works across multiple platforms.
Do we need actors or can staff appear in the video?
Either approach works. For trade shows, the priority is clarity in the visuals. If the story relies on people interacting, actors may help create consistent performance. If the goal is to show real work in progress, filming staff can be more appropriate.
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.
