The story behind Motion Impossible is one of curiosity, a passion for filmmaking and a commitment to challenging the status quo. Now, as the company celebrates its 10-year anniversary at Wildscreen – the festival where it first introduced a prototype that would later revolutionise camera movement technology – it reflects on a journey marked by innovation and creativity.
From humble beginnings
Co-founder and CEO Rob Drewett’s path to Motion Impossible was anything but typical. Starting his career as a greenkeeper and later a tree surgeon, Rob’s life took a turn when he discovered scuba diving during his travels in Thailand. This, coupled with his love for photography, led him to become an underwater cameraman – and it was here, capturing the fluid movement of life under the waves, that Rob began to wonder if the same freedom of motion could be achieved on land.
But breaking into the competitive world of topside wildlife filming was challenging – it wasn’t until his work on Earthrace, a world-record setting expedition that circumnavigated the globe in a biodiesel powerboat in just 60 days, that doors began to open for Rob. This achievement led him to Bristol, home of the BBC’s Natural History Unit, where he worked with independent production companies before securing a coveted bursary from the BBC NHU. From the wellspring of the BBC, Rob honed his skills with Steadicams, Sliders and Easyrigs, experimenting with ways to bring the fluidity of underwater filming to land. The arrival of gimbal technology further enhanced his work, giving him the freedom to push creative boundaries, especially during the production of Planet Earth II.
Birth of Motion Impossible and BuggyCam
Rob’s persistent drive to innovate led to a simple yet extraordinary idea: mounting a camera on a remote-controlled car to film animals. Although RC systems existed for cameras, they were only effective on smooth surfaces, making them inadequate for the unpredictable terrains commonly encountered in wildlife filmmaking. Determined to bring his vision to life, Rob reached out to a local RC club in the West Country. It was then that Andy Nancollis, a product design engineer, responded to his message. Initially sceptical but intrigued, Andy soon became a key partner in the venture. Ever since then, he has been the co-founder and CBO at Motion Impossible.
In just four weeks, Rob and Andy developed a prototype called BuggyCam, which they demoed at Wildscreen in 2014. The platform quickly caught the eye of industry pros, marking the beginning of Motion Impossible’s work in camera movement technology. Building on the success of BuggyCam, the duo continued to refine their ideas, which led to the creation of Mantis, later known as M-Series. The BBC took notice of their work and enlisted their help to film an episode of Big Cats, where they successfully used the Mantis to track and film cheetahs running at 30mph. Mantis was also then picked up in VR world as it addressed the challenges of 360-degree filming by enabling smooth camera movements without the rig appearing in shot.
AGITO: A revolution in camera movement
While the Manits/M-Series was a success, Rob and Andy recognised the need to expand their technology into more mainstream markets. Their vision for a versatile, modular system began to take shape when they showcased an early AGITO prototype at NAB in 2017. The feedback they received was invaluable but highlighted a significant challenge: the system’s weight made it impractical for travel, especially by air – a big concern for wildlife filmmakers like Rob.
This challenge led to a breakthrough. They reimagined the system as a modular design that could be split into three parts, allowing for easier transport and reconfiguration based on different filming needs. This innovation gave rise to the AGITO family, a range of modular systems adaptable to various filming applications.
The AGITO lineup includes different modes tailored to specific jobs. AGITO Sports, for instance, is designed for high-speed, multi-terrain use, making it ideal for capturing dynamic action in sports. Additionally, MagTrax enhances this system with magnetic guidance, combining the precision of a track-based setup with the flexibility of free-roaming movement for live events and productions where discreet, consistent movements are essential. AGITO Trax offers controlled, precise movements for studio settings requiring silent, smooth and repeatable shots, and can be configured for overhead and aerial shots in SkyTrax mode.
Evolution of AGITO to AGITO Cine
As the AGITO system gained traction, Rob and Andy saw an opportunity to adapt their modular technology for the film and HETV market, recognising the need for a system that could manage complex setups with precision and reliability. Drawing on their years of expertise, they set out to create AGITO Cine, a specialised evolution designed to meet the demanding requirements of these industries. Launched in 2024, AGITO Cine has been engineered with an expanded core, increased wheelbase and greater ground clearance, ensuring smooth, precise camera movements in both controlled studio environments and challenging outdoor locations.
A key innovation is its ability to support a substantial payload of up to 150kg, enabling filmmakers to achieve dynamic, immersive shots while maintaining the flexibility and ease of transport that have always been central to Rob and Andy’s designs.
Built for film & HETV, perfect for wildlife
Every feature of AGITO Cine was initially developed for film and HETV. Silent steering and drive systems were designed to maintain quiet on set, allowing for uninterrupted filming in studio environments. The systems modular design, built for quick assembly, disassembly and reconfiguration, was meant to provide flexibility in complex production setups. Its ability to support heavy camera payloads and navigate a variety of terrains without tracks was intended to ensure smooth and precise shots, regardless of filming location.
However, these carefully crafted features soon found an unexpected but effective application in wildlife filmmaking. For Rob and Andy, who started their careers with a connection to the natural world, this transition was particularly rewarding. The silent operation of AGITO Cine has become invaluable in the wild, allowing filmmakers to approach animals without causing disturbance and ensuring that natural behaviour can be captured authentically.
Another key advantage of AGITO Cine is its ability to replicate the functionality of multiple traditional camera rigs – such as jibs, dollies, cranes and stabiliser mounts – within a single, modular system. This feature, initially intended to streamline productions, also proved to be a gamechanger in wildlife filmmaking. By reducing the need for extensive equipment, AGITO Cine has made it easier for filmmakers to travel to remote locations, overcoming logisitcal challenges and minimising environmental impact – issues that Rob had long recognised from his own experiences in the field.
AGITO Cine is more than just a technical achievement; it’s a reflection of Rob and Andy’s journey from a simple idea born in a West Country shed to a tool that redefines what’s possible in filmmaking. The same curiosity and determination that led Rob to experiment with underwater filming, and later to mount a camera on a remote-controlled car, has driven every iteration of the AGITO system.
Looking forward
As Motion Impossible returns to Wildscreen in 2024, it brings with it a decade of innovation and a vision for the future. The company’s journey from the debut of the BuggyCam to the launch of AGITO Cine is a testament to how great advancements often come from unexpected beginnings and a willingness to challenge conventional limits. Over the past 10 years, Motion Impossible has consistently pushed the boundaries of what’s possible in video production and as it looks ahead, it remains committed to leading the way this field.
Catch both BuggyCam and AGITO Cine at Wildscreen 2024 and see how far Motion Impossible has come.