Technical talent
Explore a role.
See the engineering work and the team they could join.
The goal
Show what Arbor’s pilot demonstrates and why it matters.
Give people a reason to join, partner with or invest in the company.
The intended takeaway
From your discovery responses
From your discovery responses
“You’re watching the beginnings of the next great industrial company.”
01 · The milestone
Why this test matters.
Arbor’s immediate focus is reliable clean power. Power cost, availability and reliability affect what customers can build. Its wider ambitions include clean water production, heat, turning waste into useful resources, fuels, chemicals and new materials. Engineering will confirm which benefits this pilot demonstrates.
The planned demonstration
The whole system working.
1 MWATLAS · Pilot system
TRL 6Technology readiness level 6
The goal is to demonstrate ATLAS, Arbor’s 1 MW pilot, operating as a complete system in a closed loop.
Arbor describes the intended milestone as TRL 6: demonstrating that a system prototype works under relevant conditions. Engineers must verify the result and confirm what we can say publicly.
Starting pointIndividual
components
components
Planned demonstrationThe integrated
pilotResult to be verified
pilotResult to be verified
Later developmentCommercial
readiness
readiness
02 · Audience
Who we need to reach.
Commercial partners
Discuss an application.
Understand how Arbor could meet a power need.
Investors
Discuss the business.
Understand the team’s progress and plans for reaching commercial scale.
Press: a story reporters can explain and share.
Arbor’s team: pride in the work and what comes next.
03 · The film
The film’s role.
Purpose and use
Show how the system works and what dependable power could help people build. The team’s decisions, ingenuity and discipline should make Arbor’s ambition believable.
Accompany the milestone announcement and remain useful afterward as an introduction to Arbor.
The balance to find
How much explanation does the audience need to understand the achievement and care about it?
The film can combine the excitement of a reveal with the context of a mini documentary.
Success measures
Recruiting inquiries, partner and investor conversations, press coverage and continued use of the film. Agree useful results, targets, timing and who tracks them.
04 · Practical details
The working plan.
Film package
- A central film and social edits are likely. Agree the wider package once the story is clear.
- Connect preparation, the test and later commercial news.
Launch and first showing
- A premiere or watch party with a “holy shit, we’ve arrived” feeling.
- Potential guests: recruits, press, customers, partners and investors.
- Build on reported press interest and the reaction when Brad showed the small turbine component at Climate Week. Arbor’s event recap ↗
- Format and location are open; live test or verified recording is still to decide.
Filming and dates
- Target: early December, possibly December 10; unconfirmed.
- Capture preparation, repeated attempts and, if successful, the demonstration and celebration.
- Allow for the test to move before setting the announcement and first showing.
Responsibilities
- Strike’s requested role: creative strategy and development through production and post.
- Contracted scope and approval process remain to agree.
05 · References
Film references
Our reading of your preferences
What to carry forward.
Clear engineering.
Make one engineering idea easy to understand and remember. Teardown and reassembly can show how the parts work together; the small turbine component gives viewers a sense of scale.
Applications and places.
Focused explanation.
Industrial confidence.
Dyson — PencilVac
Draw from
Teardown and reassembly that make compact engineering easy to understand and remember. The small turbine component gives a clear sense of scale.
DJI — Meet ROMO 2 Series
Draw from
Clear views of the inner workings, physical detail and sound that make the technology tangible. Pair that clarity with Dyson’s teardown and reassembly.
Autodesk — The World Is Yours for the Making
Draw from
A range of applications that shows what people can build and gives different viewers something to connect with.
GE Vernova — The Energy of Change
Draw from
Industrial ambition and the confidence of a major company.
Boom — XB-1’s First Supersonic Flight
Draw from
A technical achievement made into a public moment worth celebrating.
Avoid
A press-highlights reel.
Panthalassa — Ocean-2
Example film
Draw from
Beautiful images that connect complex technology to why it matters.
Exact original film still to confirm.
Radiant — Beyond Prosperity
Related company film
Draw from
Give an engineering milestone a bold public presence.
The skywriting and first-reactor-test livestream remain unverified.
SpaceX — Falcon Heavy Test Flight
An example of a launch gathering
Draw from
Shared anticipation, pride and celebration around a significant achievement.
Employee gathering starts at 6:40. Specific mission reference still to confirm.
More film references
DJI — Introducing DJI Mavic 4 Pro
Draw from
Geographic variety, if planetary health becomes an emphasis in the film.
Rocket Lab — This is Neutron
Avoid
Extended technical explanation that loses attention.
GoPro — This is MISSION 1 PRO
Context only
Straightforward product presentation, with no specific element identified to use or avoid.
06 · Decisions
What remains to agree.
Decide now
- Audience priorityWhich audience comes first, and where should interested viewers go?
- Film contextHow much of Arbor’s wider platform ambition should the film cover alongside the power milestone?
- Budget and approvalsAgree the creative-development scope and fee, a production budget range, final decision maker and review deadlines.
Confirm and plan next
- Engineering and claimsDefine test success, visible signals and supported public claims. Confirm who verifies the result, clears claims and sets filming boundaries.
- Filming and timingConfirm test and announcement windows, filming access and a plan for delays. Arrange preparation coverage early enough to capture work before the test.
- First showingResolve format, location and live test versus verified recording once technical feasibility is clear.
More detail
The notes behind the brief.
Open any topic for source material and questions still to resolve.
What we noticed in the films
Our observations from selected moments in the five supplied films:
- GE Vernova: practical work and industrial machinery give the ambition a human face.
- Autodesk: people, digital tools and designed spaces connect making to everyday life.
- Boom: preparation and a Mach display make the achievement recognizable.
- Dyson: separated mechanical parts become a slim product with one clear promise.
- DJI: internal mechanics are connected to what the robot does in a home.
These are our observations, separate from your written preferences. A full review of pace, sound and editing comes during development.
Figure 03 also appears in the reference sheet ↗, with no written preference identified.
Ideas from your brainstorm
- People build energy: engineers, their choices, test logs, setbacks and celebration.
- Imagine a world powered by Arbor: connect the machine to the world the team wants to build. The older abundant-energy campaign explored creator/engineer pairings and physical or digital work; a focused December piece is one possibility.
- Giants start somewhere: a clear reveal, an ambitious guest list and a sense of arrival.
“If this, then all of that” connects a compact component to its possible impact at scale. The Model T analogy describes the significance of a beginning.
The earlier “Energy is Everything” campaign considered roughly $200–350K for a much broader package. This is historical context; it is not an approved budget for this project.
The six-word memoirs include conviction, engineering, nature, abundance, humor and poetic ideas. They could supply interview prompts or voices. Their full attributed text ↗ remains the source; none is a selected campaign line.
Questions for engineering and launch
The pocket-sized turbine is a component, distinct from the full pilot. The pipe assembly (the skid), closed loop and instrumentation may help explain the system. We need engineers to identify the clearest detail.
The test
- Confirm the date, flexibility and sequence from setup to shutdown. What is new since the recent turbine run, and what will remain untested?
- Define success, who verifies it and how long verification takes. Who operates and makes decisions at Kelly and HQ?
- Identify visible or audible signals, screen changes and useful camera positions. Confirm camera and microphone access, enclosed parts, safety and proprietary limits.
- Agree supported statements about output, runtime, efficiency, emissions, capture, clean water production, noise and readiness. Confirm water quality, use and quantity, and whether the claim applies to this pilot or the future system. Keep pilot results distinct from commercial design goals.
- Explain what the RPM-probe spectrogram shows. Check whether calibrated sound measurements exist; locate original-speed video and audio.
The story and showing
- Find specific setbacks, insights and reasons people joined. Include both SpaceX ingenuity and GE turbine expertise.
- Explain what this test could unlock and the remaining steps toward a commercial system.
- Assess a verified recording, later invited repeat or Kelly–El Segundo broadcast. Confirm repeatability, safe guest access and broadcast feasibility.
- Consider building branding alongside Kelly’s. A ribbon cutting needs something accurate and meaningful to open.
- Agree the announcement sequence, partner permissions and embargoes; identify ambitious invitees and who can introduce them.
- Confirm filming windows, locations and who coordinates access and team availability.
- Confirm premiere logistics, follow-up, filming lead time and a plan for test delays.
The “In progress with Arbor team” tab currently contains questions, with answers still to come.
Other possible pieces
- Explain the science: scientific writing, a white paper or deeper technical piece, engineer interviews and a possible science communicator.
- Follow the people: logs and diaries, including Miho’s posts, showing choices, setbacks, repeated attempts and celebration.
- Make it something people can experience: test data, sound, motion, multidisciplinary artist collaborations, interactive work or a lasting physical piece.
Choose formats and collaborators once the story, usable material and budget are clear.
Materials to review
Named in your responses: test footage and recordings, RPM-probe spectrogram, spectrogram-inspired shirt mockup, process animation, interviews, team imagery, older campaign brief, six-word reflections and Gigascale’s Field Trip spotlight.
Still to locate and assess: design files (CAD), renderings, engineering logs, Miho’s diary posts, footage of the skid moving from HQ to Kelly, and celebration footage.
The spectrogram—a chart of recorded frequencies—could become wall art or a visual element. Review the data and its meaning first. Confirm where originals live, who supplies them, quality and permission to use them. Listing material here does not mean we have received or reviewed it.
Team and approvals
Leta leads strategy and coordination; Alicia provides marketing leadership; Jeanne leads content and social; Patrick leads PR; Merrill at Gigascale contributes strategy and creative references. Arbor leadership and engineers will also contribute.
Arbor has marketing, content and PR support. Scientific writing is being explored; Merrill has event-production support if an event proceeds. Engineers could contribute explanations, logs, humor or art, depending on their time and availability.
Confirm whether Leta and Alicia will gather feedback, leadership will agree the story and scope, and engineering will check accuracy, claims and filming limits. Agree the final decision maker and review deadlines.
Lessons from earlier Arbor work
- Explain why people should care before adding technical detail.
- Connect the ambition and engineering in plain language.
- Bring the confidence of the company Arbor wants to become.
- Agree the story before choosing formats.
- Use images to explain the hardware.
- Balance SpaceX experience with GE turbine expertise.
These lessons come from your responses. The earlier films still need review.