Cultivating connection with authenticity
3-part video series for pro-level contractors
Role
Creative Director
Capabilities
Video
Script writing
Concepting
Storyboarding (copy)
On-set guidance
Challenge
The Home Depot had DIY recognition, along with plenty of ways “in” to further engage with the brand through user-generated how-to content online. Professional contractors made up another vital customer segment, but were largely underserved by home improvement content. The Home Depot wanted a way to extend its brand to where the pros work.
Results
3 fully produced videos targeting contractor audience
Authentic on-screen talent paired with real-world narrative
Positioned brand as a trusted trades partner
Filled a content gap to connect with a valuable audience
Approach
The concept was to level up how-to content with more depth, detail, and polish. Using metrics analysis, the client and I identified the top three search topics and optimal viewing time for each video in a 3-part series. The strategy was to always start from authentic professional qualifications. So that’s where I went for the detailed information needed to write the scripts. We also focused on hiring talent with actual contracting experience so they’d understand terminology and handle tools convincingly. I led creative direction for the series, from concept to final production.
Delivered
Three video scripts outlining pro-level sequences requiring trade-specific terminology and tool operation mastery
Creative direction across pre-production: director selection, talent casting, location scouting, set design, wardrobe
On-set creative leadership providing real-time script adaptation and problem-solving, maintaining authenticity and technical accuracy
Detailed oversight ensuring every element, from micrometer handling to wardrobe, reinforced professional credibility