Lowe’s has started a 10-year campaign called Generation T to change the cultural perception of these careers. In this vast undertaking, they needed a centerpiece video that could serve as an anthem for the craftsmen and skilled workers all over the country, and inspire others to join the calling.
To accomplish this, GBA casted a spoken word poet to be the driving force in this video. He wrote this original poem specifically to capture the message of the client’s creative. Illustrated with B-Roll, high-end stock footage, and film of the artist delivering the poem live, the video re-frames the conversation around trade careers in order to dispel common myths that deter young professionals from pursuing these vital opportunities.
Creative editing techniques and integrated motion graphic treatments emphasize the tech-centered and entrepreneurial landscape that is the building trades. To build excitement and anticipation, rhythmic cuts between scenes and driving music move the audience forward through the narrative.