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Here’s the long-form brand story video we did in 2016 for Exmark. The entire project included not just this video, but four other USP (unique selling proposition) videos, focusing on attributes such as comfort, durability, innovation and service. Exmark was eager to tell their story to a larger market (beyond commercial operators) and were building new models at more-attractive price points.

For each of the videos we produced a long-form and 30-second spot (and more recently have been updated with 15- and 6-second social media versions). We also created taggable 30s for dealers to use in local ad campaigns. The campaign was rolled out digitally, and the response really opened our eyes. We expected great things, and we were not disappointed.

My favorite thing about this production was seeing the emotional reactions from Exmark employees—we heard from everyone from boardroom execs to the rank-and-file, expressing how powerful the videos were, telling their stories in a way that was authentic, respectful and beautiful.