Creative Direction and Content Strategy
A primary brand standard: make the complex feel effortless.
Working directly with residential and commercial product marketing and engineering teams, the mandate was consistent across every engagement. Take technically dense material and transform it into brand stories to better connect with the intended audiences. Contractors, installers, homeowners and commercial buyers all needed to understand the same products differently.
To accomplish this task, video crews were assembled, editors, strategists, 3D animators and more. Video narratives made engineering principles digestible. CGI product renderings made invisible technology visible. Tradeshow media production made the brand impossible to walk past. Social content kept it all moving.
The measure of the work is straightforward. Hundreds of thousands of views. Materials still in active use and teams across multiple divisions that kept coming back.
RESIDENTIAL PRODUCTS
COMMERCIAL HVAC APPLICATIONS