Your Dream Video Production
Making your video dreams come true
Built for Giants - The New Toro Series from Eurotech [Click to Watch]
What’s up man.
Some readers have been wondering what I’ve been up to recently besides family life, mourning, extensive writing efforts, and watching my enemies go to jail. Clearly I haven’t held any events in a while, what I’m most well known for.
Well I’ve been up to quite a bit of mischief actually, and not just here on The Dream Lounge offending snowflakes. I’ve filed several lawsuits pro se in 2025 and 2026, and two more with attorneys. So there’s that, with some of those ongoing.
However I’ve also been working with several clients on their businesses. Specifically things like live event planning (big surprise), video editing, creative design, YouTube channel management, web design, and more.
The above video trailer you see Built for Giants is an example of that, a launch trailer I built by hand as a first time project for a then new client.
The Client
Eurotech Elite is a brick and mortar 8 figure business that’s been operating in Florida for over 30 years. Founded in 1958, they’ve been importing and distributing primarily Italian CNC (Computer Numerical Control) machines for decades throughout the United States.
CNC machines are basically a hidden backbone of manufacturing in America and throughout the world. Without them, our entire country would grind to a halt. Almost every fine metal part in your car, firearms, doctor’s office, local power plant, even a lawn mower, are all made on CNC machines today and have been for decades.
Eurotech machines are known as a premium CNC brand with a strong reputation in the firearms industry in particular, although they also serve customers in automotive, medical, aerospace, oil and gas industries, etc. Their average machine sells for around $300k.
The Project
The Toro Series was a new, larger, more expensive line of machines they agreed to import from another Italian manufacturer.
What they needed was a badass launch trailer for the line that, ideally, also celebrated their own long history as an American small business. The video trailer needed to be tight, powerful, and highlight benefits from their associated press release/marketing materials.
Notably, while I’ve edited like 5,000 videos over the past 20 years including a lot of launch trailers, I had never made a trailer for a physical product line like this before. These weren’t small widgets either, but massive industrial machines doing big things.
The Challenge
Most of the CNC industry is ancient. Slow moving. Traditional. All sales are done by phone, face to face, wire transfers, etc. Advanced videography exists but is unusual in their entire industry. There are some exceptions in a very niche corner of YouTube for men obsessed with CNC operations and engineering, but again this is rare.
Their new manufacturer subsequently had zero useable footage of these machines. Some potato video off a phone, that was it. This was absolutely stunning for me to figure out since these are major 9 figure businesses in Europe. Like holy crap, this company grossed $800 million last year and doesn’t have even a basic video team available. Some good photos and nice brochures, that’s about it.
Furthermore, getting the machines to Florida for me to film in person was impossible. Both for cost and logistics. Eurotech’s regular machines are big, bigger than a car usually. The new Toro machines were even bigger, as big as a house, costing up to $2 million per machine. Eurotech has a huge warehouse for customizing and storing the imported machines, but even that was no where near big enough to drag one of these in to demo and film. The Toro machine models are also custom built to order for each customer, in Italy. They are not normally sitting around ready to ship over on a boat.
For several reasons then video footage didn’t exist for me to work with, and was impossible to actually film of a real, major, physical product.
The Design
Understanding these hard line limitations, I had to get creative, work around and with them in place. I learned more about the company’s culture and history, and the founder’s values. He was a die hard Trump supporter, patriot, and big fan of the original Rocky movies. He and his brothers are also something of small legends in the CNC industry, taking over the family business when their father died while still young.
I had to figure out a way to weave all this together, cohesively, into something powerful that would drop jaws. So I did.
Fortunately I had a massive amount of creative freedom and control over the final product.
The entire video was cut and edited by hand in Adobe Premiere Pro. I used a little bit of AI to make some of the key background videos, that’s it. I strongly prefer using real footage of real things over generative AI video, but it still has it’s uses.
The opening is something I’m particularly proud of, my own creation that floored their in house editor at the time. It’s stunning because I did that entire section by hand, literally frame by frame.
The opening visualizes their company history with actual photos of the founder, his father, and brothers in the background alongside other relevant video/shots.
The only inspiration I had for the opening was the above cinematic trailer for the 1917 World War One movie from 2019. I have never even seen the movie, but the way they closed out the movie trailer permanently caught my attention.
My version isn’t the exact same style they used, but obviously similar.
The editing workflow I created on the fly was similar to a multi-layered “flip book”, like the ones you probably had as a kid.
The final trailer is tight at 55 seconds long too, short enough to run as a video ad. This was intentional for that purpose and generally keeping it snappy. The last thing you want in a trailer like this is for it to get boring.
The Response
Eurotech leadership was absolutely floored by trailer. Categorically above and beyond what they had in mind, particularly given the limitations. I had almost nothing to work with, and from that created something magical for them.
After that they requested more videography, including an interview with their founder for the first time in 30 years since moving the business to Florida.
So I set this 6 point lighting system up and went to town.
Get the Job Done
There is no hourly rate right now, I work on a per project basis. I’m opening this service set up to the newsletter now for the first time.
Specifically:
Video editing
Video production
In person videography
I work exclusively in Adobe Premiere Pro for videos and have been editing in Adobe almost non-stop since 2012.
If you want to work with me on your business you can reply to this email or contact me here with some basic details.
For in person video I can do a lot solo, and I also have teams available to bring in for larger projects like live events as necessary.
Thanks for tuning in.
/s/ Anthony Dream Johnson