When Milwaukee entered the large-equipment space, the industry met it with skepticism. Our challenge was to prove that Milwaukee could deliver a complete, battery-powered concrete solution from pour to finish that professionals could trust.

I concepted a documentary-style approach that followed a real crew through a single pour, capturing authentic conversations and real-time performance. The goal was to show, not tell, spotlighting efficiency, reliability, and innovation in action.

My Role: Concept development, directing, storyboarding, and post-production liaison, ensuring a seamless creative process from shoot to final delivery. The video debuted at World of Concrete and served as a cornerstone asset for the campaign’s event and social promotion.