ATS Building Products launch commercial

Client: ATS Building Products
Industry: Construction supply
Project: Brand commercial, location production, motion graphics

Overview

When ATS Building Products launched its new website and app, it needed a film that could carry that story across the site, social, paid media, presentations and sales meetings. We produced a brand commercial that follows a real working day rather than a product demo.

The brief was to show speed, capability and the people behind an order, and to leave ATS with a long-term brand asset rather than a one-off launch clip.

Challenge

Trade audiences have seen enough warehouse fly-throughs. The film had to feel like the job: a builder who needs timber now, an order placed from a phone, a warehouse that turns that order around, and a delivery that arrives before the job stalls.

It also had to hold the product on screen. The app and website are the point of the launch, so motion graphics had to show ordering, live tracking and the trade account without turning the piece into a software walkthrough.

Solution

The story opens on a construction site. A builder needs more timber, opens the ATS app, places the order and tracks it through to delivery. The middle of the film moves into the ATS warehouse at Moorebank, showing the people and the pace that sit behind every order. The close returns to site as the delivery arrives and work continues.

Production covered a two-day on-site shoot and a day in the warehouse, then edit, sound design, motion graphics and a set revision round. Key messages carried through the script and graphics were next-day delivery, same-day hardware when the clock is tight, live order tracking, ordering from anywhere, and a trade account that keeps pricing, history and account details in one place.

The finished commercial was made to live on atsbp.com, in the app stores beside the iOS and Android listings, and in the sales and marketing work that sits around the launch.

Result

ATS has a launch film that explains the new digital shop in the language of the job site. The same asset can open a webpage, a paid placement or a sales meeting, and it points people to the website and app rather than asking them to imagine the change.