A handcrafted robot and a 30-foot technocrane star in a new film marking the launch of the Here East campus.
The intersection of robotics, filmmaking, and creative technology has found a new home at Here East, a sprawling creative technology campus that recently signaled its arrival with a highly technical production. To showcase the capabilities of the new hub, a crew of 40 specialists collaborated on a promotional film that moves beyond traditional cinematography, utilizing a blend of high-end hardware and artisanal robotics. The production featured a six-tonne, 30-foot technocrane and a 4K drone, but the true standout was a handcrafted robot designed specifically for the project.
Directed by the creative agency Poke, the project serves as a practical demonstration of the 'maker' ethos that Here East aims to foster. By integrating heavy industrial machinery like the technocrane with agile drone technology and custom-built robotics, the creators highlight a shift in how new media content is being produced—moving away from purely digital environments toward physical, tech-integrated spaces. The handcrafted nature of the robot suggests a focus on bespoke engineering, where the 'human touch' remains vital even as automation and drones become standard tools in the creative professional's kit.
This launch represents a growing trend of dedicated physical spaces for creative technologists, where the infrastructure—such as high-capacity power for drones and reinforced floors for heavy robotics—is as important as the software. For the artists and engineers involved, the project was less about a simple advertisement and more about testing the limits of how these disparate technologies can work in synchronicity on a live set. As Here East opens its doors to new businesses, it positions itself as a laboratory for these types of complex, multi-medium experiments, bridging the gap between traditional film production and the future of autonomous creative tools.
This project highlights the increasing convergence of robotics and traditional media production, showing that 'creative tech' is becoming a physical, heavy-industry discipline. It encourages makers to look at how custom hardware and automation can elevate their storytelling beyond the screen.
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