Rossetti: Bring the Factory to the Buyer
An industrial brand film for a manufacturer of tipper bodies and semitrailers, filmed in one day at its Guarulhos plant, and the recommendation that brought our team back for a second film, commissioned by Comlink.
The context: equipment built for demanding work
Rossetti Equipamentos Rodoviários manufactures tipper bodies, tipping semitrailers and special products for road transport. Its public materials name mining, construction and agriculture among the sectors it serves, and list two manufacturing plants, in Guarulhos, São Paulo, and Betim, Minas Gerais, as described on its company page and website.
It is a business where the physical product does the talking. Rossetti has launched equipment such as its VR line of tipping semitrailers, named after its founder and marketed as the lightest tipping semitrailer on the market, and says its Meia Cana tipper body has sold more than 20,000 units, as reported by Mecânica Online. Claims like these become easier to believe when buyers can see the equipment, the plant and the people behind it. For companies in mining, construction and agriculture, a tipper body is an investment that has to work in hard conditions, and the manufacturer behind it matters.
The company wanted to strengthen how it presents itself as a reference in its segment, with a more substantial audiovisual expression of its industrial capability. It already had an internal team producing regular videos for social media. What it needed now was different: a brand film with the planning and visual treatment of a dedicated professional shoot.
The challenge: bring the factory to the buyer
The people who evaluate an industrial supplier may never walk its factory floor. They see a quotation, a spec sheet, a few photos, a product presentation. They do not feel the scale of the site, the organization of production or the moment the equipment unloads material, which is exactly what makes a manufacturer like Rossetti convincing.
The brief had two connected priorities. Show the structure behind the product: scale, production organization and technical care. And show the product doing its work, especially the unloading sequence. Both had to fit in a film of up to three minutes, made for social media and for commercial conversations, giving the company a concise way to introduce itself. The difficulty was choosing enough to make the company tangible without turning the film into a long factory tour or a technical presentation.
The insight: let the operation carry the story
We chose a brand film without on-camera testimonials. In a factory like Rossetti’s, the strongest argument is what the viewer can see: the size of the site, the work on the floor, a tipper body rising and material leaving the load bed. Interviews would have asked the audience to take someone’s word for it. The images could show it, with professional narration guiding the story.
That decision gave the film two narrative axes. The first was the structure: establish the scale of the operation and bring the viewer close to production and finishing details. The second was the equipment in action: the unloading sequence, which connects the manufactured product to the job it was built to do. Structure, detail and action became the film’s three visual building blocks.
Rossetti’s industrial brand film, written and produced by Olive Tree Films and filmed in one day at the Guarulhos plant: aerial views for scale, cinema-camera footage for detail and the unloading sequence for proof, guided by professional narration. Every image in the film had one of three jobs: show the scale, show the detail or show the equipment working.
The trailer is public. The full film is available on request.
The scope: one film, from script to finish
What Rossetti contracted and what we delivered, as recorded in our team’s production account. Rossetti set the brief; the creative approach and the execution were ours.
01.
Objective and audience
Present Rossetti as a reference in its segment to prospective buyers and partners, through its structure and its equipment in operation.
02.
Video and format
One corporate brand film, without on-camera testimonials, led by images and professional narration.
03.
Duration
A brief of up to three minutes, so the film could introduce the company quickly.
04.
Channels
Social media and commercial conversations, alongside the regular videos made by Rossetti’s internal team.
05.
Location and shoot
One filming day at the Guarulhos plant, with aerial and ground coverage.
06.
Post-production
Editing, professional voice-over, animated text and graphics, color correction and finishing.
07.
Versions and language
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Structure, detail and action
Large equipment and an industrial site need a sense of proportion. Drone coverage gave the film that: it reveals the dimensions of the operation and places the product within its environment. Cinema-camera footage on the ground did the opposite job, bringing the viewer close to manufacturing and finishing details.
The unloading sequence tied both views to a purpose. The site shows where the equipment comes from, the detail shows how it is made, and the unloading shows what it does. In post-production, narration guided the story, animated text and graphics highlighted key information, and color correction sought fidelity to the factory and the equipment, including the appearance of steel and paint. For an industrial product, that fidelity is practical: the finish should represent the real object with care, because the buyer will eventually see it in person.
Aerial views for scale
Factory floor in detail
Equipment unloading
Professional narration
Animated text and graphics
Color true to steel and paint
Aerial views for scale
Factory floor in detail
Equipment unloading
Professional narration
Animated text and graphics
Color true to steel and paint
Who did what
The process: one filming day
Rossetti brought the brief, the plant and a team that worked closely with ours throughout the shoot. We handled the film from the script to finalization.
Script to
finalization
One day in
Guarulhos
-
Script
Scenes, camera angles and the unloading moment planned in the script before the shoot.
-
Planning
Production coordination to fit every essential image into one filming day.
-
Aerial filming
Drone operation to establish the scale of the site and place the product in it.
-
Ground filming
Direction of photography and cinema-camera work on production and finishing details.
-
Post-production
Editing, professional voice-over, animated graphics, color correction and finalization.
The experience: a client who recommended us
The most concrete measure of how Rossetti experienced the project came after it. Rossetti recommended Olive Tree Films to Comlink, a company it works with, and Comlink then hired us to produce a customer case featuring Rossetti. A recommendation comes from a company that has seen the work and the team up close, and it is the kind of feedback no survey can replace.
On the filming day itself, the collaboration was close. Rossetti’s team worked alongside ours throughout the shoot, and the plan built into the script let us capture structure, detail and the unloading sequence within a single day.
For a production company, a referral is also a responsibility. Returning to the same plant for a different client meant protecting the relationship Rossetti had trusted us with, while serving Comlink’s own goals for its customer case.
The results
A recommendation that became work
Our team’s account records a clear sequence. These are delivery and relationship outcomes; no views, leads or sales figures were measured for the film. That sequence is the strongest evidence we have of how the client experienced the work.
Step one
The brand film
Rossetti’s industrial brand film, written and produced by our team and filmed in one day in Guarulhos.
Step two
The recommendation
Rossetti recommended Olive Tree Films to Comlink, a company it has a business relationship with.
Step three
The new commission
Comlink hired us the following year for a customer case featuring Rossetti, filmed at the same plant.
A second chapter, in a different format. Comlink commissioned an interview-based customer case featuring Rossetti, hosted by Tales Bolson of Comlink in conversation with a Rossetti mechanical engineer. We filmed it at the Guarulhos plant in a session of up to six hours, with two cameras, dedicated audio recording and motion graphics in the edit, for a video of approximately three minutes. Comlink documents its technical partnership with Rossetti in an article about the inclinometer.
The trailer is public. The full film is available on request.
Two films, two formats
The same plant, two different conversations. The projects were separate assignments, connected by a recommendation, not a planned campaign.
01.
Commissioned by
The brand film was commissioned by Rossetti. The customer case was commissioned by Comlink, featuring Rossetti.
02.
Led by
The brand film is led by images and professional narration. The customer case is led by an interview conversation.
03.
Focus
First, structure and equipment in operation; then, a technical participant’s perspective on the partnership between the companies.
04.
Shoot
One filming day for the brand film; a session of up to six hours for the customer case.
05.
Running time
A brief of up to three minutes for the brand film; approximately three minutes for the customer case.
06.
Shared ground
Both films were made at Rossetti’s Guarulhos plant, by the same production team, for audiences who need to understand the equipment and the companies behind it.
Why it matters
Many people decide.
Few visit the plant.
13
internal participants, on average, in B2B purchase decisions, alongside nine external participants.
61%
of B2B buyers said they preferred an overall buying experience without a sales representative.
This research came after the Rossetti film and is not a profile of its buyers, but it explains why the approach still matters. Many people evaluate a supplier, often on their own and from a distance, and Forrester found that 73% of purchases involve at least three departments. Gartner also notes that buyers still seek a seller’s input for tasks that need context, so a clear film supports the sales conversation instead of replacing it. The road equipment market has been demanding too: ANFIR reports a 6.28% drop in registrations in its latest annual figures, with trailers and semitrailers down 19.87%.
Questions about this case
Short answers for manufacturers planning an industrial brand film.
What is an industrial brand film?
A film that presents a manufacturer through its operation: the plant, the production process and the product at work. For Rossetti, that meant aerial views for scale, ground footage for detail and an unloading sequence for proof, guided by professional narration, in a brief of up to three minutes.
Can an industrial brand film be shot in one day?
Yes, when it is planned in the script. Rossetti’s film was captured in a single filming day at its Guarulhos plant because scenes, camera angles and the unloading moment were defined before the shoot. Writing, planning and post-production happened before and after that day.
Why did the Rossetti film use no testimonials?
Because the strongest argument was what the viewer could see. The plant, the work on the floor and the equipment unloading carried the story, with professional narration guiding it, instead of asking the audience to rely on interview statements.
How long should an industrial brand film be?
Long enough to show structure, detail and the product working, and short enough to watch during a commercial conversation. Rossetti’s brief set a limit of up to three minutes, which kept every scene accountable to the story.
What equipment did Olive Tree Films use at the Rossetti plant?
For the brand film, a drone for aerial views and cinema cameras for ground footage, with direction of photography and production coordination on set. For the Comlink customer case, two cameras and dedicated audio recording for the interview.
What did Olive Tree Films deliver for Rossetti?
The complete brand film, from script to finalization: production planning, direction of photography, camera and drone operation, editing, professional voice-over, animated text and graphics, and color correction aimed at fidelity to steel and paint.
How did the Comlink project come about?
Through a recommendation. After the brand film, Rossetti recommended Olive Tree Films to Comlink, a company it works with, and Comlink commissioned an interview-based customer case featuring Rossetti, filmed at the same plant the following year.
Did the film increase Rossetti’s sales?
We do not know, and we do not claim it. No views, leads, sales or return on investment were measured for the film. The documented outcome is the relationship: a client recommendation that became a new commission.
