When it comes to filming from above, drones have dominated in recent years.
But restrictions on where and when they can be used means there is still a demand for traditional style jibs.
Polecam has been a major player in the crane market for nearly two decades and its rigs have captured everything from interesting perspectives of major sporting events to grand vistas in blockbuster movies.
Spires Media recently had the opportunity to get our hands on one of these sophisticated pieces of kit ahead of doing some filming work for the marine biology department at Plymouth University.
As experienced jib operators we were keen to check out the Polecam set up and so headed down to the company's vast warehouse in Bedfordshire.
There's no getting around the fact that carrying all the elements required to create a 10 metre-long crane on location takes some muscle power, but thought has clearly gone into keeping the weight down.
The extendable arm sections are made from carbon fibre and we were astonished by how easily they clipped together.
As with everything, building the Polecam becomes quicker once the process has been gone through a number of times.
There are a plethora of wires, which all need to be fed through the carbon fibre tubes and attached to the correct sockets at the other end.
It takes a minute or so extra, but it's a neat and tidy solution for the cabling.