“BADASS!!! Love it – well done.”
– Will Fulton / VP, Business Development
The Robinson Helicopter Company (RHC) is an American helicopter manufacturer that was founded by Frank Robinson in 1973 and is based in Torrance, CA. Robinson produces four helicopter models – R22, R44, R66 and the recently unveiled, R88. Last year, RHC developed a campaign entitled ‘Climb Higher’ to show that real people use their aircraft to get tough jobs done.
We were previously engaged by RHC to film and produce two 3-minute films that would focus on the R66 with a hero goal of arming the U.S. Army with 200 units for Army pilot training (see case study). The films include interviews with several U.S. Army veterans, many of which own flight schools with fleets of Robinson helicopters. We also filmed to air-to-air, and documented several aspects of the incredible RHC manufacturing process.
As before, the Robinson team provided general background and technical material. Strategist and copywriter Nathan Lackie distilled the information, crafted structure and developed initial questions for us to ask each veteran. This film, ‘American-Made Advantage’, would become an extension of our previous two for the ‘Climb Higher’ campaign and focus on different aspects of their U.S. manufacturing process and showcase why the R66 would be the absolute best aircraft for pilot training.
Our Phase 1 films established how the R66 can help the U.S. Army ensure that its next generation of aviators is mission-ready to fight and win in complex operational environments. As the Army modernizes its Initial Entry Rotary Wing (IERW) training program, it needs a platform that not only builds fundamental flight skills but also prepares pilots for the advanced aircraft they will fly in the future.
That story was anchored by Brigadier General Paul Bontrager, but Bontrager spoke more to the pilot training benefits, his voice was less prominent in the American-Made Readiness story.
With Phase 2, the opportunity is to bring more senior Army voices into the readiness story: Generals Gabram and Drew. Their perspective allows Robinson to extend Bontrager’s message while also bringing an Army-leadership POV to the topics discussed by other voices in the first films, showing that the R66 is not just a strong training tool, but a trusted U.S.-made platform for long-term Army readiness, cost-effectiveness, availability, and warfighting ability.
This film is designed as an extension of the series — adding authoritative Army voices to the readiness narrative, to further build credibility and trust.
Elevate Bontrager’s message: Where Bontrager carried the training fundamentals story, Gabram and Drew can reinforce the story of how training outcomes and warfighting capability originate with Robinson’s basic stick and rudder design and simple manufacturing approach.
Double down on readiness: Phase 1 introduced the idea of “American-Made Readiness” through other Army advocates; Phase 2 adds senior leadership voices to give that story more weight, more authority, and clearly articulated impacts.
Deepen trust: By focusing on proof points and the generals’ credibility, we can show Robinson is “walking the walk,” not just talking the talk — supporting the readiness narrative with leadership POV and evidence.
Together, the films demonstrate the R66 is the right platform — from building pilot fundamentals through proving long-term readiness and warfighting capability.
The result is a complete 3-part readiness story:
Film 3 / “American-Made Advantage”
Tactically, this, and the previous two films we crafted, are designed to be effective when viewed in any order or context. As standalone sales tools, they are effective on their own for targeted engagements. When used together, they create a compelling, holistic narrative.
We filmed accordingly to produce each film in four formats – 16×9, 1×1, 4×5 and 9×16.
Thank you to the Robinson executive team for inviting T&F back to craft this very important film.
We would also like to express our gratitude for Douglas Gabram and Tom Drew for their incredible service to our country, and for their dedication to helping demonstrate why Robinson is the ideal solution for Mission First.
This marks our second project experience with Robinson Helicopter Company. Our team consisted of many returning, and new, members.
Director: Ben Orisich
Creative Director: Scott Matz
Producer: Marc Chenail
Production Manager: Hannah Ewing
Director of Photography: Hilton Goring
Camera Operator: Brent Bye
First AC: Robyn Buchanan
Gaffer: John “JB” Bradaric
Swing: Justin Birch
Key Grip: Jan Michalik
Hair & Make-up: Allyson Joyner
Sound: Juan Nunez
PA/Office: Candice Chenail
PA/Truck: Eyam Joyner
PA/Set: Deepak Adhikary
Producer: Javier Gonzalez
Editor: Henry Hayes
Color: Tristan Kneschke
Design & Animation: Scott Matz
Cleanup: Jase Kim
Mix: Javier Gonzalez
