THE challenge

Fill-Rite has been manufacturing fuel pumps for over 60 years while earning the trust of generations of customers.

when it came time to stake a claim in the e-commerce space, they needed to find a way to stand out from the noise while staying true to their brand and the customers they serve. the productions also needed to be easily reproduced over time to handle a backlog of educational and trouble shooting videos.

THE SOLUTION

we worked together with fill-rite’s marketing team to develop a creative direction and set design that stands out in the e-commerce landscape. visually we chose to meet the customer in their world.

No buttoned up sales people floating in a white room.

to do this, we built out a functional workshop studio in their corporate headquarters that handles both photo and video use. the studio and image direction needed to be easily replicated to future proof our productions years down the line. we chose to use faceless talent with a neutral wardrobe to enable us to seamlessly swap out skilled technicians and record voice over in 3 different languages.

all decisions made while staying authentic to the product’s world and the customer experience.