Confidence has an enemy. Its name is Human Nature.
We are self-conscious beasts and we worry that we’ll offend or that we won’t be taken seriously if we cop to our confidence. Instead, we cop out. We do what we’ve always done.
So who could have blamed the folks at Trane Rental Services for settling for the same old thing? They could have turned their sell sheets into a video. They could have asked us to list every single item in their inventory. They could have fed their audience sleepy clichés – “24/7,” “regional offices,” “industry expertise.”
And it would have been fine. But it would not have been confident.
When we pitched the team two concepts that would stretch any client next to a straightforward one, they made a bold choice. They chose a concept that would catch a viewer’s attention and stick with them; something that had just the right balance of confidence and fun.
From the talent selection (and his impeccable delivery) to the jaunty music, from the quick edits to the snappy script, we delivered a video that exudes confidence and fun while still delivering the most important messages.
Producer: Josh Whitcomb
Director and Editor: Chris Fink
Director of Photography: Jake Gardner
Gaffer: Doug Gander
Spokesman: Brian Knolle
Sound Mixer: Michael McQueen
Project Manager: Lindsey Schieffer