Clarke "True Blue Clean" brand video

Clarke has made floor-cleaning machines since 1916, and the people who run them every day trust the brand. The market had stopped noticing. While I was contracting with Concept Group, the agency repositioned Clarke around that operator loyalty under a new line, True Blue Clean, and led the campaign with a brand video. The video was my piece of it.

The idea

Millions of people walk across clean floors every morning and never think about who made them that way. So the video centers on that person. We follow a school custodian named William through his day, and the equipment shows up the way it does in real life: as the thing that makes a hard job easier. Clarke’s machines get their moment, but the hero is the guy in the work shirt. That’s the whole True Blue idea in one character.

What I did

I came up with the concept for the video based on the rest of the campaign, worked with the agency’s copywriter, Mike Davis, on the script, and drew the storyboards. From there I co-produced and co-directed with Aaron Gelperin of Wide Angle Films. Aaron directed the actors and his crew handled the filming. I was on set throughout, helping where needed and art-directing and approving shots against the boards.

I edited the video, graded it, and designed and animated the motion graphics. I also cut a 15-second pre-roll version for digital placements.