Terex Corporation: Investor Day Video Production Across Three Continents
Terex Corporation is a global manufacturer of materials processing machinery and aerial work platforms. They design, build and support products used in construction, maintenance, manufacturing, energy, recycling, minerals and materials management applications. The company had not had an investor day in years and was implementing new strategic initiatives to grow shareholder value. They needed multiple company sizzle reels to highlight executive segments and worked with Cardboard Spaceship to make that happen.
The Challenge – Rebuilding an Investor Day Content Program From the Ground Up
Terex Corporation hadn’t hosted an investor day in years. For a global manufacturer with new strategic initiatives designed to grow shareholder value, that silence had a cost — and 2022 was the moment to break it.
The company wasn’t just returning to the investor day stage. It was using the moment to reintroduce its leadership team, reframe its growth narrative, and rebuild confidence with an analyst and investor community that hadn’t heard directly from Terex in a meaningful way for some time. The content had to do serious work — quickly, convincingly, and at the standard a public company’s most critical audience demands.
The production challenge matched the strategic one. Five executives. Three locations spanning North America and Europe. Each location requiring multiple shoot days, independent crew buildouts, scouted environments, and consistent visual execution. Capturing five distinct voices and distilling them into a cohesive set of investor day sizzle reels — without losing the individual authority each executive needed to project — required a production architecture that most companies don’t have the infrastructure to attempt on their own.
There was no margin for inconsistency. Investors and analysts scrutinize everything: how a company looks, how its leaders speak, how polished or unpolished the production feels. After years away from the investor day stage, Terex needed to show up with precision.
Our Approach – A Global Production Strategy Built Around One Unified Narrative
Before any camera moved, the work began with Edelman Smithfield and the Terex team to align on what this investor day needed to say — and how each executive’s segment would contribute to the larger strategic story.
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- Aligned early on post-production treatment so animation, GFX, and assembly decisions were built into the production design from day one, not retrofitted after the shoot
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- Mapped five executive narratives against Terex’s core strategic initiatives, ensuring each segment reinforced the company’s shareholder value thesis rather than operating as a standalone presentation
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- Identified the connective tissue between segments — the visual and tonal throughline that would make five separate shoots feel like one cohesive investor day experience
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- Collaborated on script development for each executive, balancing precision of message with natural delivery
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- Established content parameters for the sizzle reel format — defining length, pacing, and the role of b-roll in supporting each executive’s segment
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- Established content parameters for the sizzle reel format — defining length, pacing, and the role of b-roll in supporting each executive’s segment
Coordinating a production across Seattle, New Jersey, and Ireland simultaneously presented a logistics challenge that required a purpose-built infrastructure — not a standard single-location shoot model scaled up.
- Developed a unified production schedule spanning multiple shoot days across all three locations, sequenced to allow for content review and adjustments between legs
- Scouted and approved environments at each location that would support a consistent visual identity — different spaces, same standard
- Built out independent crew teams for each location while maintaining a single creative direction and technical specification across all three
- Managed international gear procurement and logistics for the Ireland production, coordinating equipment transport and local vendor partnerships
- Served as primary liaison between Edelman Smithfield, Terex stakeholders, and production teams across all locations — keeping three simultaneous productions aligned on schedule, budget, and creative intent
Five executives, three countries, one visual standard. The creative treatment was the mechanism that made this possible.
- Developed a single visual treatment applied consistently across all three locations — lighting approach, camera language, set dressing, and art direction defined before the first shoot day
- Designed production environments at each location to reflect Terex’s industrial character and leadership authority without defaulting to generic corporate aesthetics
- Directed each executive interview with a consistent approach to framing, eye-line, and on-camera delivery — giving the final edit a unified look regardless of geography
- Integrated supplemental b-roll captured at all three locations to add visual texture and operational context to each executive segment
- Ensured that the visual treatment would carry through post-production, with animation and GFX built to complement rather than override the on-camera work
The post-production pipeline was built to handle the volume and complexity of a multi-location, multi-deliverable project — and to deliver content investor-ready on deadline.
- Assembled all five executive segments against the unified visual treatment, applying consistent color, sound design, and pacing across the full content suite
- Produced custom animation and GFX to support each executive’s narrative — translating strategic and financial language into visual clarity for an investor audience
- Integrated supplemental b-roll from Seattle, New Jersey, and Ireland into each segment to reinforce operational scale and geographic reach
- Managed the virtual event platform setup and integrated replay functionality, ensuring the content performed as well in the live investor day context as it did as standalone video assets
- Delivered the complete investor day content suite on schedule, cleared for broadcast and distribution
The Execution — Three Locations. Five Executives. One Cohesive Story.
What the plan required on paper was challenging. What it required in execution was something else.
Across multiple shoot days in Seattle, New Jersey, and Ireland, the Cardboard Spaceship team managed the full weight of a distributed global production — independent crews, international logistics, and five executives with schedules, contexts, and communication styles that had to be navigated with the same care as the cameras pointed at them. Ireland alone required coordinating equipment and personnel across an international border, with no room for the kind of delays that international productions routinely encounter.
Each location presented its own environment to shape. The production design team worked to create settings that felt specific to Terex’s world — industrial, purposeful, authoritative — while maintaining the visual consistency that would allow an editor thousands of miles away to cut between Seattle and Dublin without a seam showing.
The b-roll captured at each location wasn’t filler. It was evidence — operational footage that grounded each executive’s strategic claims in the physical reality of a company that manufactures and moves equipment across the world. When Terex’s leadership talked about global scale, the footage proved it.
By the time post-production began, the team was assembling not just five videos, but a coordinated investor day content suite — animation, GFX, and executive segments working together as a single, unified package delivered ready for the virtual event platform and the investor audience waiting on the other side of it.
“Your team showed amazing patience, creativity and resilience. The finished videos are masterful and should be very impactful. Everybody loves the look and feel.”
The Outcome — Investor Day Content That Moved the Room — and the Market
Terex’s 2022 investor day marked the company’s return to one of the highest-stakes stages in investor relations — and the production met the moment.
Investor sentiment following the event was largely positive. The executive sizzle reels did what investor day video production is supposed to do: they gave the analyst and investor community a clear, confident, and cohesive view of Terex’s leadership and strategic direction. Five executives, captured across two continents, arrived on screen as one unified voice.
Internally, the reception was unambiguous. Jon Patterson, Vice President & Treasurer at Terex Corporation, put it directly:
“It was such a pleasure to work with all of you. Your team showed amazing patience, creativity and resilience. The finished videos are masterful and should be very impactful. Everybody loves the look and feel.”
The words “patience, creativity, and resilience” aren’t generic praise. They describe exactly what a multi-location, multi-week global production demands — and what separates a production partner who can handle that complexity from one who can’t.
For a company returning to the investor day stage after years away, the goal wasn’t just to produce content. It was to show up with the authority and precision that rebuilds confidence. The work delivered.