XL Construction:
Brand purpose without the pathos.
Invited to develop an idea for an internal 25th anniversary brand video for this leading Silicon Valley construction company, we suggested shooting for more: a brand story that would not only energize the immediate audience, but serve as a powerful introduction to potential new clients. But that meant it had to be authentic, evocative, and entirely human—avoiding the kind of cloying “corporate purpose” marketing that bleats “look at us” nobility. The result was a creative approach that ladders from the heart of what it means to be a “builder,” carrying the viewer on an upward journey to the real category crown—how an extraordinary company, propelled by the right philosophy, can elevate the neighborhood, the community, and the world.