Fluid Images' roots go back to 1990, when Rick Johnson started Strada, a production services and camera support business. Rick was intrigued with the tools that made camera movement smoother and more organic -- cranes (where camera operators ride aboard at the end of an arm), jib arms (mini-cranes where cameras are operated remotely), dolly tracks and Steadicams. A common complaint from filmmakers and cinematographers back then centered around the restriction of crane length (30'), preventing the easy capture of difficult shots from extreme high-angles and positions that required a long reach. In 1993, Rick, with financial support from father Bob, designed and invented the Akela Crane, the first camera crane that could extend to 72 feet.

After gaining experience using the new system on regional productions, a few day-long shoots on features, and marketing to the film industry at trade shows and in trade publications, the company got a huge break on the feature "Titanic". Initially, the arrangement was to use one crane for a few weeks. By the time they wrapped, the crew and two cranes had been on set for six months, creating some of cinema's most memorable scenes. Since then, Johnson's cranes have been used on over a thousand blockbuster motion pictures, for Olympic coverage, televised concert performances and many other productions, several of which have garnered prestigious Emmy awards. Over the years, Rick and brother Rob developed a new crane technology, the Stradacrane, with up to a 100' reach.

Our latest Strada invention is the Hook & Release system where a Steadicam operator can be "flown" at the end of the crane arm, safely suspended in a harness designed by Climbing Sutra, the developer of harness systems for Cirque de Soliel. Once the camera operator touches the ground, he can be released, allowing for incredible, continuous smooth shots from mid-air to terra firma.

Today, the Strada division of Fluid Images owns six cranes - still the world's longest. Fluid Images Film & Video owns two more -- the only production company with its own Strada cranes. Strada rentals are primarily brokered through Panavision Remote, which has locations in Hollywood, Chicago, London and Brussels. Fluid Images has always offered its Strada rental clients a money-back guarantee if ever there was dissatisfaction. To date, no one has ever exercised that option, a testament to the company's and crew's commitment to quality.

Up until a few years ago, Rick, his brother Rob and creative director Michael Gough frequently served as the primary crane camera crew on many productions. They have also trained other creative personnel and technicians to operate their cranes around the world. While the trio is still requested for a limited number of regular gigs, their primary focus is now on Fluid Images Film & Video Productions, which formed in mid-2004, and on Captive Media Solutions, our digital signage display, content development and delivery division.

The success and experience Rick, Rob and Michael have enjoyed has been invaluable. Having worked with the top motion picture and television production talent in the world, they know how it's done at the highest levels. The result: confidence, courage, exceptional creativity, efficiency and total professionalism.