The Set Up
Lloyd’s Register (LR) is a leading provider of classification and compliance services to the marine and offshore industries, with a history of registering ships dating back to the 18th century. As a trusted advisor, LR plays a crucial role in guiding the maritime sector through digital transformation and the shift to alternative energy sources. Their clients include shipowners, operators, and regulators who rely on LR’s expertise to navigate complex regulations and adopt innovative technologies.
During the SMM Hamburg trade fair in 2024, LR wanted to demonstrate its commitment to helping the shipping industry achieve carbon neutrality by 2050. The event’s focus on alternative fuels and wind propulsion made it a perfect opportunity to engage with industry stakeholders and showcase their thought leadership in sustainability. However, as the event drew closer, it became clear that additional video services were needed to make the most of their presence at the trade fair.
The Starting Point
While LR had planned to record presentations at their stand, they recognised the need for supplementary video content that would better capture the broader narrative of their innovations and key messages. With the clock ticking, LR sought the expertise of Wake Media to secure video coverage that would highlight their contributions and position them as leaders in the maritime industry’s green transition.
Given the tight timeline, LR required a team that could respond quickly and flexibly to meet their demands.
The Process
With the event’s plans continually evolving, there wasn’t enough time for comprehensive pre-production planning. A quick assessment of potential scenarios was made, including the need for drone footage, which required navigating the specific regulations for filming in the Port of Hamburg. Within 48 hours of the event, local authorities were contacted, and a special permit was secured for aerial filming in a restricted area.
A local camera assistant was brought in to handle location, schedule, and equipment changes as they arose. When an unexpected request for a teleprompter was made, a rental was sourced in record time, ensuring the production ran smoothly despite the last-minute changes.
The Outcome
The collaboration resulted in a series of impactful video pieces, each designed to meet Lloyd’s Register’s specific objectives. This included two CEO-led pieces to camera, a two-person interview featuring the CEO and a business partner, and a launch event video that combined stunning drone shots of Hamburg’s port with interviews and event b-roll. In addition, four social media clips were created to summarise key presentations, and a comprehensive footage library was built for future use.
One highlight of the event involved a bulk carrier, recently retrofitted with suction sails, which had been brought to Hamburg for the trade fair. Filming from above, the ship was captured docked at the Überseebrücke, with the iconic Elbphilharmonie in the background. The footage effectively communicated the event’s core themes of decarbonisation and innovative propulsion methods.
The Impact
The video content played a pivotal role in enhancing Lloyd’s Register’s reputation as a thought leader in the maritime industry. By presenting their expertise in an accessible and engaging manner, LR’s position as “first for trusted advice in the maritime industry” was reinforced.
The videos helped amplify LR’s message of sustainability and innovation, enabling the company to reach a broader audience and strengthen its brand presence. As a result, Lloyd’s Register saw increased visibility at the trade fair, with heightened interest in their services and initiatives. The dynamic content captured key moments and positioned LR as a forward-thinking partner committed to driving the green transformation in maritime shipping.
“Our request to Wake Media and the video team was very complex. We needed to capture multiple interviews, both sitting and standing, along with drone footage, scenes from the reception, and a variety of b-rolls. Throughout the entire process, the team was incredibly flexible and easy to work with, always accommodating our needs in pre-production, during filming, and in post-production. Their willingness to adapt made a big difference for us.” – Mark Warner, Content & Communications Director – Lloyd’s Register