HMP FORMING MACHINES
FUNCTIONAL DESCRIPTION VIDEOS

Werbeagentur Regelmann × HMP

Forming Machine
Functional Description Videos

The Challenge

Werbeagentur Regelmann commissioned THEAFOX to produce a series of functional description videos for two HMP metal-forming machines. The goal was clear: customers needed to understand exactly how these machines work — not just what they look like from the outside, but what happens inside during the forming process.

The problem with real-world footage is obvious: you simply cannot place a camera inside a running industrial machine. For technically complex processes like round kneading and indent kneading, the inner mechanics are entirely hidden during operation — making 3D animation the only viable medium.

Our Approach

For the round kneading machine (Rundkneten), the animation begins with an exploded view that assembles the machine component by component, giving viewers a clear understanding of the overall structure. Once assembled, the machine comes to life — showing the precise rotation directions of the rollers and rings. The camera then moves inside, revealing a cross-section through the workpiece itself so viewers can follow the forming process from the inside out.

For the indent kneading machine (Einstechkneten), we animated a cut directly through the machine housing and into the workpiece simultaneously. The interior of the machine and the internal deformation of the workpiece become visible in real time — a view that no physical camera could ever achieve. This type of animated cross-section is exactly where 3D animation proves its value over conventional filming.

Beyond the two main machine animations, the project extended into a broader illustration series for HMP — covering a range of different roller types and associated machines, including quarto band rolling mills, produced as detailed technical illustrations.

The Result

A set of technically precise 3D animations that give customers a complete visual understanding of how HMP's forming machines function — from overall assembly down to the internal deformation of the workpiece. The animations communicate what no real-world video could: the hidden mechanics at the core of industrial metal forming.