What Motion Impossible does

Motion Impossible Ltd. is a Bristol-based manufacturer of remote-controlled robotic camera movement systems for the film, television, sports broadcast, and live-events industries. The company was founded in 2014 by wildlife cinematographer Rob Drewett and product design engineer Andy Nancollis, and operates from a single headquarters in Yate, near Bristol, with a US division established in 2020 through a partnership with AbelCine. Its flagship platform is the AGITO modular robotic dolly system, which consolidates the functions of jibs, dollies, cranes, and stabilizer mounts into one reconfigurable unit controllable via a proprietary Master Controller. AGITO supports multiple interchangeable drive-ends (Sports for free-roaming, Trax for track-based, MagTrax for magnetic path-following, and SkyTrax for overhead rail), with payloads up to 150kg, speeds from 1.5mm/s to 27mph, IP54 weather resistance, and silent operation. The product family now spans the AGITO Gen 2 controller and core, the AGITO Cine heavy-payload cinema variant, the M-Series electric camera platforms, the ReACTIVE 6DOF stabilizer (co-developed with Brownian Motion), and the AGITO Commander centralized multi-unit control software. Supporting accessories include V-Con vertical stabilizers, SkyTrax and Tower/Column vertical lifters, and third-party integrations with ARRI, SHOTOVER, Fujifilm, LEMO, Vislink, and cmotion equipment.

The company sells hardware directly to professional production companies via quote-based enterprise sales and through regional channel partners for rental (Camera Revolution in the UK, CineMoves in the US, Cineom in the Middle East) and for North American distribution (AbelCine). Pricing is quote-based for most SKUs, with the AGITO Core listed at £34,995 + VAT and financing options including a "Help to Buy" 10% deposit scheme and a trade-in program offering up to 20% credit against M-Series chassis and V-Con Pro. Revenue also derives from accessories, spares, training (AGITO Academy), and the Unreal Engine-based Virtual Production Suite developed with Epic MegaGrant support. The company's products have been deployed at the Oscars, the Super Bowl halftime show, Adele's Munich residency, Coldplay tours, NASA SpaceX broadcasts, NFL and cricket events, and major feature productions including Fast & Furious (Hobbs and Shaw), Cruella, and The Rings of Power, with more than 100 AGITO units in daily use across 20+ countries. Motion Impossible received the Engineering, Science & Technology Emmy® in 2025 for AGITO.

Name

Motion Impossible

Legal name

Motion Impossible Ltd.

Website

https://motion-impossible.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Motion Impossible builds the AGITO modular robotic camera dolly system — a single reconfigurable platform replacing jibs, dollies, cranes, and stabilizers — sold to film, TV, sports broadcast, and live-event production companies worldwide.

Ownership category

akta.pro rank

Product category

Professional Broadcast and Cinematography Equipment

NAICS

Audio and Video Equipment Manufacturing (334310), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)

akta.pro primary industry

Gimbals, Stabilizers & Camera Rigs (Handheld, Wearable, Drone Gimbals) (CRACAPAE)

akta.pro secondary industries

Production Equipment & Technical Services (Camera/Lighting/Grip, Virtual Production) (MPAAAMAH), Robot Hardware, Actuators & Components (sensors, grippers, motors) (HDAAAIAL), Motion Control Components (Servos, Drives, Motors, Encoders) (IMAHAHAG)

Keywords

• Robotic camera dollies
• Camera stabilization systems
• Broadcast camera equipment
• Modular dolly platforms
• Remote camera systems

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Hardware Sales (AGITO Systems, Accessories, Spares): Motion Impossible sells its AGITO modular dolly systems, M-Series products, ReACTIVE stabilizers, and all associated accessories (drive-ends, columns, towers, controllers, RF modules, wheels, batteries, chargers) directly to professional production companies. Products like AGITO Core are listed at specific price points (e.g., AGITO from £34,995 + VAT). A 'Help to Buy' scheme with 10% deposit is offered to ease capital expenditure for facility providers.
2. Equipment Rental (via Channel Partners): AGITO Cine is exclusively available as a rental product through designated partners: Camera Revolution (UK) and CineMoves (US). This rental-first model for high-end cinema products provides recurring revenue through partner networks and lowers the barrier to entry for productions.
3. Virtual Production Suite Software: The AGITO Virtual Production Suite, developed on Unreal Engine and supported by an Epic Games MegaGrant, enables pre-viz and tech-viz workflows for AGITO camera moves. This represents a software/service revenue stream for training, simulation, and virtual production support.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Motion Impossible manufactures and sells the AGITO modular robotic camera dolly system, a reconfigurable platform that consolidates the functions of jibs, dollies, cranes, and stabilizer mounts into a single system with quick-switch drive-ends (Sports, Trax, MagTrax, SkyTrax). The company also offers companion stabilizers (V-Con, ReACTIVE), vertical lifters (Column, Tower), the M-Series electric camera platforms, the AGITO Commander software for multi-unit control, and the Unreal Engine-based Virtual Production Suite for pre-visualization, targeting film, broadcast, sports, and live-event production customers globally.

Product overview

Motion Impossible is a Bristol-based manufacturer of robotic camera movement and stabilization systems for the film, television, and broadcast industries. The product portfolio centers on the AGITO modular camera dolly system—a reconfigurable platform that folds the capabilities of jibs, dollies, cranes, and stabilizers into one system. AGITO operates in multiple modes: Sports (free-roaming), Trax (track-based), MagTrax (magnetic-guided), and SkyTrax (overhead rail). The AGITO family includes AGITO Gen 2 (next-generation controller and core), AGITO Cine (heavy-payload variant for film/cinema), and the forthcoming AGITO Commander (timeline automation software). Supporting products include the M-Series electric camera platforms, V-Con Pro stabilizer, ReACTIVE 6DOF stabilizer (developed with Brownian Motion), and vertical lifters (Tower and Column). The company also offers the Virtual Production Suite for pre-visualization and an extensive range of accessories including RF modules, batteries, chargers, wheels, and third-party integrations with remote heads (ARRI SRH-360, SHOTOVER G1) and connectivity solutions (Vislink, cmotion). Motion Impossible has received an Emmy Award (2025) for AGITO's engineering achievements.

Differentiator

Problem solved

Functional benefit

Brands

• AGITO: Remote-controlled modular camera dolly system for film, TV, sports, and broadcast productions. Features multiple modes including Sports (free-roaming), Trax (track-based), MagTrax (magnetic-guided), and SkyTrax (overhead rail).
• AGITO Cine
• M-Series
• ReACTIVE
• V-Con
• AGITO Commander
• MI Robotics

Products and services

• AGITO Remote-controlled modular camera dolly system that combines capabilities of jibs, dollies, cranes, and stabilizer mounts into one reconfigurable platform with quick-switch modes (Sports, Trax, MagTrax, SkyTrax). For professional film, TV, sports and broadcast productions.
• AGITO Gen 2 Next-generation AGITO Core and Master Controller with silent steering actuators, IP54 weather resistance, tighter turning radius (2.4m), Ethernet connectivity, onboard telemetry, and Master Controller with haptic feedback and assignable buttons. For professional broadcast, sports and live-event productions.
• AGITO Cine Heavy-duty AGITO variant built specifically for film, TV, and blue-chip wildlife productions with larger Core, extended wheelbase and higher ground clearance supporting up to 150kg payload. For cinematographers and high-end TV production companies.
• AGITO Sports Free-roaming drive-end configuration for AGITO with four-wheel drive, independent adjustable suspension, encoded motors and four steering modes (2-wheel, 4-wheel, Crab, Dynamic) for outdoor and multi-terrain camera movement up to 27mph. For sports broadcast and live event productions.
• AGITO Trax Track-based drive-end configuration for AGITO accommodating track gauges from 300mm to 409mm with split wheels for silent studio operation, up to 6m/s with MagStop V2 sensor for position control. For studio and controlled-track productions.
• AGITO MagTrax Magnetic tracking add-on enabling AGITO to follow magnetic tape laid on floors, under carpets, or embedded within sets for invisible track and repeatable movement without physical rails. For film, broadcast and awards productions requiring repeatable paths.
• AGITO SkyTrax Overhead rail system that suspends AGITO for aerial camera movement, with underslung payload capacity up to 100kg and an optional cable-drag solution for power, data and video routing. For stadium, studio and live-event productions.
• AGITO Commander Centralized software platform for controlling multiple AGITOs from a single command station with timeline synchronization, preset/keyframe management, GPIO triggers for studio animation, and motion-control programmable movement replay. For multi-camera productions and studios.
• V-Con Pro Fully adjustable low-level vertical axis passive stabilizer handling payloads up to 32kg with adjustable hydraulic dampers to absorb vibrations and smooth out uneven terrain. For camera operators needing lightweight stabilization on moving platforms.
• V-Con Max Durable, compact vertical stabilizer with dual Mitchell mounts top and bottom, handling payloads up to 64kg (141lbs) for attachment to various platforms including motorbikes, cars, rickshaws and dollies. For camera operators needing high-payload vertical stabilization.
• ReACTIVE World's first 6DOF camera stabilizer developed in partnership with Brownian Motion, delivering smooth real-time footage without post-stabilization, built for payloads up to 65kg. For VFX plate capture and virtual production workflows.
• AGITO Column Heavy-duty vertical lifter for AGITO with 600mm stroke, 45kg (100lbs) payload capacity and silent operation at up to 160mm/s, supporting both over- and underslung setups across all AGITO configurations. For productions requiring precise vertical camera movement.
• AGITO Tower Remote-controlled lightweight lifter bringing jib-like movement to AGITO with 70cm stroke, 22kg payload capacity and vertical speeds up to 20cm/s, available in standard and fiber optic versions. For productions requiring lightweight jib-style vertical movement.
• M-Series Range of electric camera platforms (formerly Mantis) including M-Studio for slower VR/360 filming and M-Freestyle for high-speed all-terrain use, with M-Pro combining M-Series chassis with AGITO technology for up to 30mph control. For VR, 360 and high-speed terrain filming.
• AGITO Virtual Production Suite (VPS) Unreal Engine-based simulation platform for pre-viz and tech-viz of AGITO camera moves, allowing camera operators to simulate scenes and build sets while controlling a digital twin of AGITO using the real-world Master Controller. For DPs, camera operators and virtual production teams.
• FoMa ANTARES Compact 3-axis stabilized remote head distributed by Motion Impossible, designed for broadcast and film applications requiring lightweight stabilization. For camera operators on AGITO and other platforms.

Quantifiable outcome

• AGITO has replaced the need for multiple separate camera movement rigs on set, consolidating jib, dolly, crane, and stabilizer functions into one platform.
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature9 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• CineomcoreChannel Partner/ Reseller/ Distributor · 1 May 2025Cineom is Motion Impossible's regional partner for the Middle East market, introducing AGITO Gen 2 at CABSAT 2025 (Stand AR-E10) to serve the region's growing live, broadcast, and sports production sector.
• FujifilmcoreGTM or Marketing Partner · 1 April 2025AGITO Gen 2 is showcased at Fujifilm's stand at NAB 2025, running in MagTrax mode paired with Fujifilm Duvo 14-100mm lenses on an ARRI 360 EVO remote head and Sony Burano. The partnership demonstrates cinematic live broadcast integration, with AGITO featured as a trusted tool in Fujifilm's broadcast lens ecosystem.
• Camera RevolutioncoreChannel Partner/ Reseller/ Distributor · 1 April 2025Camera Revolution is the exclusive UK rental partner for AGITO Cine, offering the heavy-payload cinema dolly system to UK film, HETV, and blue-chip wildlife productions. AGITO Cine was showcased at BSC Expo 2025 on Camera Revolution's stand.
• Brownian MotioncoreStrategic or Co-development Partner · 1 April 2025ReACTIVE is the world's first 6DOF camera stabilizer, developed in partnership with Brownian Motion — Motion Impossible engineered the technology based on Brownian Motion's vision. ReACTIVE was showcased at Brownian Motion's BSC 2025 stand for VFX plate capture demonstrations.
• CVPminorGTM or Marketing Partner · 1 April 2025CVP (a professional video equipment provider) partnered with Motion Impossible at BSC Expo 2025 to demonstrate AGITO MagTrax in combination with an LED wall, showcasing the versatility of the magnetic track system in studio virtual production environments.
• CineMovescoreChannel Partner/ Reseller/ Distributor · 1 April 2024CineMoves is the exclusive US rental partner for AGITO Cine, providing American productions with access to the heavy-payload cinema dolly system. Demonstrated at NAB 2024 and Cine Gear Expo 2024 with the AGITO Column and Matrix 4-axis remote head.
• AbelCinecoreChannel Partner/ Reseller/ Distributor · 1 November 2020Motion Impossible opened its US division in November 2020, partnering with AbelCine — the industry-leading film and broadcast equipment integrator — to provide sales, training, and technical support across North America. AbelCine handles all US customer-facing operations including equipment sales, rental coordination, and operator training.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• ARRI: German manufacturer of professional cinema cameras, lighting, and stabilised remote heads (SRH-360) integrated with AGITO. ARRI is the dominant incumbent in film/broadcast production equipment and a direct technology partner and competitor.
• Vitec Group / Technocrane: Parent of Technocrane, Autoscript, Anton/Bauer, and Vinten — supplying the classic Technocrane/Supertechno telescoping cranes and camera support that AGITO increasingly replaces on set. A broad incumbent with overlapping cinema/broadcast customers.
• DJI: Dominant drone and gimbal manufacturer (Ronin series, Inspire, Mavic) increasingly used for cinematic motion shots that compete with AGITO Sports in mid-budget and live-event coverage. Significantly larger R&D and consumer reach.
• Blackmagic Design: Broad pro-video incumbent (cameras, switchers, DaVinci Resolve) increasingly pushing into virtual production workflows. Adjacent competitor for motion-control integration inside LED-volume stages where AGITO VPS competes.

Direct peers

• SHOTOVER Camera Systems: Designs and builds gyro-stabilised remote heads (G1, M1) and aerial camera systems used on the same productions as AGITO. Comparable in target market (broadcast, film, sports) and explicitly integrated/sold alongside Motion Impossible systems.
• Spidercam: Provider of cable-suspended robotic camera systems for live sports broadcasting; demonstrated integrated with AGITO at SportsInnovation 2026. Directly comparable in stadium/sports broadcast use cases and remote-operation architecture.
• Mark Roberts Motion Control (MRMC): UK-based maker of robotic camera arms, motion-control rigs, and broadcast robotics (Bolt, Cinebot). Comparable product category (programmable, repeatable camera movement) for film, HETV, and commercial production.

Emerging players

• Freefly Systems: US maker of professional camera gimbals (MoVI line) and heavy-lift drones, competing in the same stabilisation-and-dynamic-movement category as AGITO Sports and ReACTIVE for run-and-gun and live-event production.

Regional players

• Camera Revolution: UK-exclusive rental partner for AGITO Cine, supplying heavy-payload cinema dollies to UK film/HETV/wildlife productions. A regional channel peer whose rental book is tightly correlated with Motion Impossible's UK revenue.
• CineMoves: US-exclusive rental partner for AGITO Cine, providing heavy-payload cinema dolly access across North America. Operates as both customer and channel peer for Motion Impossible's premium cinema line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/motionimpos
• YouTubeyoutube.com/@motionimposs
• Facebookfacebook.com/MotionImpossible
• LinkedInlinkedin.com/company/motion-impossible
• Instagraminstagram.com/motionimposs
• TikToktiktok.com/@agitoimove

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Motion Impossible