The Strada and Akela cranes' roots go back to 1990, when Rick Johnson started Fluid Images, 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 1992, 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.