Tell Studios

American Concrete Institute Brand Feature

ABOUT THE PROJECT

The Client's Needs

ACI specializes in certification and education for many different fields related to the concrete industry. Like many of our clients, they first approached us for a very specific project. They needed an animated explainer video for one of their products.

As we worked with them on this project, we learned they have many products and services they need to explain to their audience in a clear, concise way.

They also needed videos that would explain the benefits of membership in ACI, and promote some of their initiatives.

The Process

After that first successful explainer video, we conducted a Storyline Workshop at ACI, with all of their key stakeholders and marketing team. This way we could take a deep dive into their needs, and determine the best strategy to meet their goals.

The goal for their next video was to increase memberships in their organization, so we created a strategy:

We would put together a video that would reach viewers on an emotional level – something that would re-affirm why they chose this career path, inspire them with what’s possible in the concrete industry, and would be a video they’d be moved to share with their peers.

Next, we worked to uncover ACI’s key stories that would help them connect with the viewer and reach this goal. Through this process, we also developed ideas and strategies for future videos.

The clients left the Storyline Workshop with their whole team on the same page regarding the next video idea, and how to accomplish it. At many workplaces, this process can take several months, and dozens of meetings, to wrestle through without the workshop.

We also took the client input, along with some additional research, and sent the client a complete Video Blueprint, or detailed roadmap for how to execute this video. They could take that and produce it internally, hire a different company, or hire us to produce it. They chose to hire us based on the trust we had already established with them.

Results

We went on to produce ACI’s membership video (linked in the header of this page) and the emotional response was exactly what we had hoped for.

ACI played this video at an event full of concrete-industry attendees. Some attendees gave unsolicited feedback that the video articulated exactly what they feel is so valuable about the concrete industry. At least one concrete professor in attendance requested a link to the video following the event so he could show it to his class to inspire them.

Next Steps

We have gone on to create many more videos for ACI as our relationship has grown and we’ve become closer partners. They now have many key video tools to promote membership and explain their products to clients and potential clients, ranging from informative, to emotive and inspiring, to educational (see below). We’ve also built for them a library of polished b-roll we shot so they could repurpose that footage as needed internally, or with projects they hire us for.

With a deep understanding of their overarching vision, we have been able to create consistent and effective videos that continue to position ACI as a leader in their industry. This relationship has continued for several years, and we have been ACI’s primary video partner for all their high-level content.