Carrier Service Techs

A job as a Carrier HVAC service technician is kinda like an action movie! You're like an agent, a field asset, doing highly specialized work with technical gadgetry, and on a mission to help someone avert a crisis. Our insights led us to this understanding and the following concept to help Carrier have a better connection with existing technicians and potential ones. We did the research, the photography, all the CGI of vans on roads that we couldn't photograph, animations and digital radio ads with web banner. We created templates and full creative guidelines in a "toolkit." 

This campaign has the unique look of an action movie promotion, an idea which strategically appeals to service candidates, but importantly also leverages Carrier brand characteristics including colour, fonts, apparel, messages/tone, and of course our logo.  The mood board, below, was done at the head of the project as part of the planning and to communicate to the client team the intended direction.