We believe in the value of a thorough discovery process and this project is a perfect example why.
For us, discovery is not a one-sided conversation. In fact, the most vital element of good discovery is a willing client – one who will spend meaningful time helping us learn about the competitive environment, understand business objectives, digest project requirements, ask difficult questions, and challenge assumptions. These activities always result in meaningful, impactful work.
The folks at Trane’s compressor remanufacturing plant in Charlotte, North Carolina approached us with a unique request: “show the world that we make the best remanufactured compressors in the market because we’ve got the best people in the business.”
We spent a day with them, touring the plant, learning the remanufacturing process, talking to employees and higher-ups, and asking more questions than they ever wanted to answer, I’m sure. What we discovered was a plant full of genuine people who take exceptional pride in the work they do and who make the best product around.
When we returned from our trip, we spent some time with Carolina on our mind, reviewing our notes and developing three concepts that featured both the people and the process in unique ways.
Eventually, Trane landed on a concept that utilized a combination of hero shots and soundbites to keep the people front and center while a snappy script and a blue-collar voiceover artist focused on the remanufacturing process and institutional expertise.
Produced by 651media
Director and DP: Chris Fink
Producer: Josh Whitcomb
Project Manager and Creative Guru: Lindsey Schieffer
Second Camera: Nathaniel Schmidt
Motion Graphics: Daniel Herrera and Dave Whiteman (Trane)
Location Audio: Josh Whitcomb
Editors: Chris Fink and Josh Whitcomb
Voice: Ben Marney