Benefits Of Using The U Crane Russian Arm In Car Commercials

Table of Contents

Benefits Of Using The U Crane Russian Arm In Car Commercials

¬† ¬† ¬†Lights, camera, action! In the fast-paced world of automotive marketing, where first impressions are everything, car dealerships are constantly seeking innovative ways to capture the hearts and minds of potential customers. Enter the U Crane Russian Arm, a true game-changer in car commercial production. This powerful camera rig, formerly known as the “Russian Arm,” has recently been rebranded as the “U Crane,” marking a new era in the art of cinematography and car commercials, hence why we at¬†Reel 37 loves using it! Welcome to “Unlocking Cinematic Potential: Benefits Of Using The U Crane Russian Arm In Car Commercials.”

     At the heart of every captivating car commercial lies the seamless fusion of technology and creativity. The U Crane embodies this fusion like no other, revolutionizing how car commercials are filmed, produced, and presented. In this blog post, we will unravel the magic behind the U Crane and delve into the benefits that make it an indispensable tool at Reel 37.

A Briefly history of the U Crane Russian Arm

¬† ¬† ¬†Before we dive into its advantages, let’s take a moment to understand the origins of the U Crane.

First: Why the Name Change?

¬† ¬† Historically linked to the Ukrainian cinematography industry and its geographic location, the term “Russian Arm” began to take on different connotations in the early 2020s. To honor the invention’s origin and celebrate its contributions, the industry has since adopted the term “U Crane” to describe this innovative camera rig.

Automotive Business Marketing - Commercials - Reel 37
U-Crane Style Shot

The History of the U Crane

¬† ¬† ¬†The U Crane is heavily credited to one Anatoliy Kokush, a Ukrainian film engineer, businessman, and inventor. The U Crane, which was conceptualized by his observations of Russian tanks, formed the basis for his idea of using a robotic arm for filming moving objects. His idea would end up revolutionizing filmmaking in the early 1990’s. And in 2005, he received two Oscars in the Scientific and Engineering Award category for his groundbreaking work. One award recognized his concept and development of the U Crane (Russian Arm) gyro-stabilized camera crane and the Flight Head, while the other honored the Cascade series of motion picture cranes.

¬† ¬† ¬†Kokush’s journey started when he graduated from the Leningrad Institute of Film Engineers in 1974 and began working at Dovzhenko Film Studios in Kyiv. In the 1980s, he founded the film and television company Filmotechnic in Kyiv, Ukraine, and introduced the innovative machine known as the “Russian Arm” or “U Crane.” Although the device is officially called Autorobot, it gained its nickname as a joke when Americans in Hollywood playfully claimed “the Russian Arm is back in America again.” Kokuch’s Cranes have been used on movies such as Titanic, The Italian Job, War of The Worlds, Transformers, and Iron Man 2; plus many more.

     Thanks to Kokush, the U Crane has also become the secret ingredient in producing awe-inspiring car commercials that captivate audiences worldwide. From precision and stability to seamless tracking of moving vehicles, this sophisticated rig offers an array of benefits that elevate the production value and effectiveness of car marketing campaigns.

Understanding the U Crane (Russian Arm) and How it Works

     The U Crane, is a cutting-edge camera rig that has revolutionized car commercial production. This advanced technology combines precision engineering and state-of-the-art mechanics to achieve seamless and dynamic camera movements, making it an indispensable tool for capturing captivating shots of moving vehicles.

     At its core, the U Crane is a specialized camera mount that operates from the top or back of a specially designed vehicle. The mount, equipped with a high-quality camera, is capable of extending, retracting, and rotating 360 degrees with incredible stability. This setup allows the camera to capture shots from virtually any angle, making it ideal for tracking moving vehicles and delivering visually stunning results.

¬† ¬† ¬†The U Crane system is ingeniously designed to maintain a steady position relative to the subject vehicle, regardless of the terrain or speed. This level of precision ensures that the camera’s focus remains on the car throughout the shot, resulting in smooth, cinematic footage that highlights the vehicle’s features, design, and performance.

The Technology and Mechanics of the U Crane

     The engineering behind the U Crane is a testament to innovation in the video production industry. The system incorporates a combination of hydraulics, gyro-stabilizers, and advanced electronics to provide exceptional control and stability during the shoot.

  1. Hydraulic Arms: The U Crane’s hydraulic arms are the backbone of its movement capabilities. These arms extend and retract to position the camera at the desired height and distance from the subject vehicle, all while maintaining stability.

  2. Gyro-Stabilization: Gyroscopic stabilizers play a crucial role in counteracting vibrations and maintaining balance as the U Crane moves with the vehicle. This feature ensures that the footage remains steady and free from unwanted shakes or jitters.

  3. Remote Control System: The U Crane is operated remotely by skilled technicians who are positioned inside the vehicle. Through a sophisticated control system, the camera’s movements are precisely controlled, allowing for real-time adjustments and seamless tracking of the subject.

Primary Purpose for the U Crane in Car Commercial Production

¬† ¬† ¬†The primary purpose of the U Crane in car commercial production is to capture cinematic and attention-grabbing shots of vehicles in motion. By mounting the camera on this sophisticated rig, the video production team at Reel 37 can create dynamic and immersive sequences that showcase the car’s performance, design, and features in an unparalleled manner.

¬† ¬† ¬†Car commercials produced with the U Crane often feature compelling tracking shots, where the camera gracefully glides alongside the moving vehicle, highlighting every curve and detail. Additionally, the U Crane allows for precise panning and tilting movements, enabling Reel 37 cinematographers to accentuate specific aspects of the car’s design or performance, such as the sleek body lines or the powertrain in action.

¬† ¬† ¬†In summary, the U Crane’s remarkable engineering and functionality make it a game-changer in car commercial production. Its ability to achieve stable and fluid shots of moving vehicles elevates the overall visual appeal of commercials, creating a lasting impact on viewers and making it an essential tool for video production companies in the automotive industry.

Advantages of the U Crane in Car Commercial Production

     The U Crane (formerly known as Russian Arm) has emerged as a game-changer in the world of car commercial production, providing a multitude of advantages that elevate the visual storytelling and impact of automotive advertisements. Below are some key benefits that make the U Crane an indispensable tool for creating captivating car commercials:

Precision and Stability: One of the most significant advantages of the U Crane is its exceptional precision and stability. The advanced mechanical design and state-of-the-art stabilization technology ensure that the camera movements are smooth and shake-free. This level of stability allows for capturing steady shots even in high-speed situations, providing viewers with a seamless and immersive experience.

Flexibility and Versatility: The U Crane’s versatility is another major asset in car commercial production. Its adaptable design accommodates various camera setups, lenses, and angles, offering filmmakers the creative freedom to experiment with different shots. This flexibility enables the production team to capture unique and visually stunning perspectives that elevate the overall quality of the commercial.

Seamless Tracking of Moving Vehicles: Tracking moving vehicles has always been a challenge in car commercial production. However, the U Crane excels in this aspect. Its precise and sophisticated tracking system allows for smooth and consistent following of fast-moving cars, delivering dynamic shots that highlight the performance and aesthetics of the vehicles. This capability helps convey a sense of excitement and adrenaline to the audience.

Enhanced Production Efficiency: Efficiency is crucial in any production process, and the U Crane significantly contributes to streamlining car commercial shoots. Its intuitive controls and automation reduce the need for extensive retakes, saving valuable time during filming. The efficiency gains extend to post-production as well, as the stabilized shots require less editing and color correction, ultimately resulting in faster turnaround times.

Elevating Production Value: Car commercials are all about showcasing the allure and elegance of the vehicles. The U Crane’s ability to produce smooth and visually captivating shots enhances the production value of car commercials. The cinematic quality achieved with the U Crane elevates the brand image, making it stand out in the competitive automotive advertising landscape.

¬† ¬† ¬†As you can see, the U Crane’s precision, stability, flexibility, seamless tracking capabilities, enhanced production efficiency, and elevated production value make it an indispensable tool for creating engaging and impactful car commercials. By incorporating the U Crane into car commercial production, video production companies and car dealerships can effectively communicate the unique selling points of their vehicles and captivate audiences with visually stunning and immersive experiences. Embracing this cutting-edge technology opens new creative possibilities and helps set the standard for excellence in automotive marketing.

Real Life Success Stories & Examples

¬† ¬† ¬†Throughout the years, the U Crane (formerly known as Russian Arm) has proved to be a game-changer in the world of car commercial production, leading to the creation of some truly exceptional advertisements. Let’s delve into a few remarkable success stories where the U Crane played a pivotal role in crafting visually stunning and impactful car commercials:

  • ASTON MARTIN: Deserve To Be DrivenWatch Video HereThe iconic British luxury car manufacturer, Aston Martin, wanted to showcase the exhilarating experience of driving their latest sports car. By utilizing the U Crane, the production team was able to capture high-speed shots of the car zipping through breathtaking landscapes. The U Crane’s stability and precision allowed for seamless tracking of the vehicle, resulting in a commercial that left viewers on the edge of their seats. The dynamic drone shots combined with the U Crane’s smooth movement perfectly embodied the thrill of driving an Aston Martin, enticing potential buyers worldwide.¬†

  • MERCEDES-BENZ: This is For All SensesWatch Video Here – When Mercedes-Benz wanted to emphasize the sleek design and graceful lines of their new electric sedan, they turned to the U Crane for its unmatched tracking capabilities. The U Crane’s versatility allowed the camera to fluidly move around the car, capturing its every angle with grace and sophistication. The result was a visually captivating commercial that showcased the car’s elegance and left a lasting impression on viewers. The use of the U Crane elevated the production value, solidifying Mercedes-Benz’s reputation for excellence.¬†


  • BMW: Embracing InnovationWatch Video Here – For the launch of their electric vehicle lineup, BMW sought to create a commercial that exemplified innovation and sustainability. The U Crane proved instrumental in achieving this vision. By utilizing the U Crane’s precise tracking, the production team could seamlessly showcase the vehicle’s eco-friendly features in real-world driving scenarios. The smooth camera movements and captivating shots conveyed BMW’s commitment to the future of automotive technology, resonating with environmentally-conscious consumers worldwide.¬†


  • PORSCHE: Enhanced Off Road Performance –¬†Watch Video Here – Porsche, renowned for its powerful sports cars, wanted to emphasize the perfect balance between performance and aesthetics in their latest model. The U Crane allowed the production team to create dynamic shots of the car’s acceleration, highlighting its speed and agility on the track. At the same time, the crane’s fluid movements enabled the camera to glide smoothly around the car, showcasing its timeless design. The U Crane’s precision contributed to a visually stunning commercial that celebrated the essence of Porsche’s engineering prowess.


 In each of these real-life success stories, the U Crane proved to be an invaluable tool for elevating car commercial production to new heights. The combination of stability, versatility, and precision allowed for the creation of visually captivating commercials that resonated with audiences worldwide. As more video production companies and car dealerships embrace the U Crane, the potential for crafting extraordinary car commercials continues to expand, setting new standards of excellence in the automotive advertising landscape.

Gain a Competitive Edge in Car Commercial Video Production with Reel 37 and the U Crane

     In the fast-paced world of automotive marketing, staying ahead of the competition is essential to success. The adoption of cutting-edge technologies can be a game-changer, and the U Crane stands out as a revolutionary tool in the car commercial production industry. This is why embracing the U Crane provides Reel 37 a distinct competitive edge, elevating the quality and impact of your car commercials to new heights.

Elevating Visual Appeal and Production Value:¬† When it comes to making car commercials, visual appeal is paramount. The use of U Crane’s precision and stability enable the creation of cinematic shots that captivate audiences and leave a lasting impression. Smooth and seamless tracking of moving vehicles ensures that every moment is captured flawlessly, enhancing the overall production value of your commercial. By showcasing your cars in the most visually stunning way possible, we can set your brand apart from competitors and create a memorable experience for potential customers.

Driving Engagement and Brand Recognition:¬† In today’s digital age, engaging audiences is crucial for any marketing strategy. The versatility of the U Crane allows us to provide dynamic shots from unique angles, catching the attention of viewers and holding their interest. Whether it’s showcasing a car’s sleek design, demonstrating its cutting-edge features, or highlighting its performance on the road, the U Crane can effectively communicate your brand’s message. As a result, our car commercials are more likely to be shared on social media, increasing brand recognition and widening your audience reach.

Streamlining Production and Saving Costs:¬† In the competitive world of car commercial video production, time is money. The U Crane’s advanced technology streamlines the production process, reducing the need for extensive reshoots and post-production fixes. Its seamless tracking capabilities minimize the time spent on perfecting shots, optimizing your production schedule, and saving costs. With the U Crane’s efficiency and our partnerships with industry leading operators, you can rest assured that our team can focus on creative storytelling and achieve exceptional results without compromising deadlines or budgets.

Showcasing Innovation and Staying Relevant: Embracing the U Crane signals to your customers and competitors that you are committed to innovation and cutting-edge technologies. Being among the few, outside of the manufacturers, who utilize this revolutionary tool in the automotive industry demonstrates your company’s ability to adapt to trends and evolving customer preferences. By staying at the forefront of video production technology, you position your dealership as a leader in the market, attracting customers who seek the high-quality, modern, and innovative cars that you sell.

Making a Lasting Impact on Audiences: Car commercials produced by Reel 37 , with the U Crane, have the power to create an emotional connection with audiences. The ability to tell compelling stories through captivating visuals sets your commercials apart from generic, run-of-the-mill advertisements. When customers connect emotionally with your commercials, they are more likely to remember your brand and consider your dealership when making their next automotive purchase.

Strategic Partnerships With The Best: In addition to harnessing the power of the U Crane, we are proud to collaborate with LINK, an esteemed team of skilled U Crane and cinematic drone operators. With their expertise and precision, LINK¬†brings an unparalleled level of professionalism to every project we do at Reel 37. Together, we can deliver exceptional results for car dealerships seeking top-notch car commercials. Our partnership ensures that each shot is flawlessly executed, capturing the essence of your brand and the allure of your mid to high-end car models. When you choose our car commercial video production company, you’re not just getting exceptional creative direction and cutting-edge technology, but also the expertise of companies like LINK, elevating your commercials to new heights of excellence. A special thanks to LINK for providing images of their camera car with a U Crane rig.¬†

¬† ¬† ¬†So, Incorporating the U Crane into your car commercial production process is not just a choice; it’s a strategic investment. This innovative technology provides your dealership with car Commercials that have a¬† competitive edge, enabling you to produce commercials that stand out, engage audiences, and elevate your brand’s image. By working with us at Reel 37, you can harness the U Crane’s power to its full potential, creating impactful car commercials that leave a lasting impression, solidify your market position, and driving success in the dynamic world of automotive marketing.¬†

In Conclusion

     In conclusion, the U Crane has emerged as a powerful and indispensable tool in car commercial production, revolutionizing the way captivating visuals are captured for the automotive industry. With its precision, stability, and seamless tracking capabilities, the U Crane has set a new standard for excellence in car commercial video production.

     Throughout this post, we have explored the multitude of advantages that the U Crane brings to car commercial production and how Reel 37 is best positioned to help you achieve this. The U Cranes flexibility, versatility, and efficient tracking of moving vehicles elevate your production value and create visually stunning commercials that captivate audiences. The U Crane offers an unparalleled level of precision and stability, ensuring that every shot exudes professionalism and sophistication.

     By embracing the U Crane, your business can gain a competitive edge, allowing you to elevate your brand image, stand out from competitors, and boost marketing strategies. The U Crane not only saves valuable time and resources but also enhances the overall production value of your car commercials, making them more memorable and impactful.

¬† ¬† ¬†So, whether you’re a car dealership in Southern California, California Bay Area, Oregon, or¬† Arizona looking to create stunning commercials that resonate with your audience or a manufacturing company seeking to elevate your offerings, consider incorporating the U Crane into your production toolkit by working with Reel 37.

     Contact Us Today and take the leap towards excellence today with a Car Commercial by Reel 37. Unleash the power to create cinematic masterpieces that drive your brands success and leaves a lasting impression on viewers worldwide. Let your vision take flight and witness the transformative impact Reel 37 can have on your automotive marketing endeavors.

Automotive Business marketing - Branding - Reel 37-Car-Commercial-Creation
Example of a U Crane Style Shot

Leave a Comment

Scroll to Top