SEEZEE and iconicZ Gears Up with MRMC Cinebot MINI
Located in downtown Shanghai, SEEZEE and iconicZ are integrated production houses sharing a 1,000+ sqm studio space. Founded by leaders in lighting and art direction, they offer comprehensive services, including studio facilities, set construction, art direction, and dedicated creative teams.
Working with a diverse portfolio of clients and leading creative professionals, from international brands in luxury fashion and cosmetics, gourmet food, electronics and apparel, to government organisations and financial institutions. To consistently meet these requirements, the studios are constantly seeking cutting-edge technology in their equipment – and that’s how they came to purchase the latest release of MRMC – Cinebot MINI.
Company President Liu Zhenyang says that beyond a matter of scale, this diversity demands a level of precision and adaptability that goes beyond simply capturing beautiful images. Each product, each brand possesses a unique identity and visual language that require a tailored photographic approach that’s both artistic and meticulously accurate.
Acknowledging the wide adaptation of MOCO (Motion Control) in film, television and advertising production, Liu and his team were immediately attracted to the PushMoCo function of the Cinebot MINI. They also appreciated the lightweight portability of the equipment, which would make transportation and installation easy both in and outdoors. Finally, the Cinebot MINI’s cost-effectiveness compared to other high-end brands sealed the deal, making it the best solution for projects of various budgets.
But the PushMoCo feature remains the star of the show – a feature that Liu was excited to try as soon as he received the equipment. He appreciated how intuitive it was, saying that even those unfamiliar with MOCO can quickly generate the camera movements with some simple guidance. This made MOCO much more accessible to novice operators, while more experienced operators can use this feature together with the Flair software to boost shooting efficiency.
As a beginner operator of MOCO, Liu found the MRMC’s motional control software Flair7 surprisingly user-friendly. After planning movements within the software, it can generate a real-time previs, allowing operators to understand movement logic in advance and reduce potential risks during operation. The software also offers rich customisation options – for example, the UI layout, exported, and saved, enabling operators to maintain consistency across different computers.
The studios currently use the software to achieve stunning visual effects through precise control over camera motion – trajectory, speed and positioning. This allows for smooth, complex camera movements like orbital and tracking shots, elevating the professionalism and creativity of their work across photography, advertising, and film projects. Beyond the enhanced visual impact, the system significantly boosts efficiency. By quickly and accurately replicating movements, it reduces both time and labour costs.
Looking toward the future, the system is poised to support emerging technologies like VR/AR and 360-degree panoramic shooting, such as providing precise multi-angle shooting control for VR filming. For Liu, it’s a cornerstone of his growth strategy. He’s confident its flexibility and versatility will enable the studios to meet diverse shooting demands, expand into new markets, and solidify their competitive advantage in this rapidly evolving field.
