They had nine decades of reputation and no video that matched it, so they wanted a trailer with the grit of the shop floor, starring the technicians who work on it.
Nobody on camera was an actor, and the shop couldn't promise which machines would still be on the floor by shoot day (finished work goes back to customers), so a shot-by-shot storyboard was never going to hold. The style had a narrow lane too: push it too far and it looks like a music video, play it safe and it's the feel-good corporate video they wanted to avoid.
We shot it like a movie across their Red Deer and Delta shops, starting calm and building to a storm. It now sits on their homepage, and the footage kept turning up in their videos for months after.
Before the shoot we asked for a written list of the actions the technicians repeat all day and worked them into the script. The techs got excited and started pitching their own shots, so we held one line: it still had to feel like just another day at work. After the trailer came a partner testimonial from Bonfiglioli, the Italian gearbox brand they distribute, filmed in a one-hour window at their Delta shop. We also made a film for the opening of their branch in Fort Saskatchewan, Alberta, plus a steady run of social videos, including technician-led vlogs.
