Fluor - Craft Pride: Honoring the People Behind the Work
Skilled craft professionals are in high demand across the United States, but for Fluor, Craft Pride was about more than recruitment. It was a brand storytelling project designed to express who Fluor is through the people who build its work.
Fluor partnered with Watts Media to create Craft Pride — a high‑energy film that showcases the strength, grit, and pride of the craft workforce behind Fluor’s global projects. By centering real people and real job sites, the story communicates Fluor’s values, culture, and respect for skilled work in a way that feels authentic and earned.
Featuring an original rock track composed by Watts Media and Sonosanctus, the film delivers a bold, hard‑hitting message that aligns with Fluor’s culture and the realities of industrial construction work.
The Creative Challenge
Fluor asked Watts to transform years of accumulated field footage into a powerful sizzle reel that could ignite interest among skilled craft workers worldwide - while staying true to the company’s identity and the people who define it.
The video needed to:
Capture attention instantly
Highlight the diversity of Fluor’s projects and people
Communicate Fluor’s value to prospective craft professionals
Perform effectively in sound‑off environments like trade shows and recruitment events
This was an opportunity to elevate Fluor’s craft workforce story through the kind of cinematic, boots‑on‑the‑ground energy that defines our live‑action and documentary‑style storytelling.
Our Solution
A Custom Rock Track to Match Fluor’s Grit
Music drives a great sizzle reel - and for Fluor, we built something big. Watts composed an original, heavy‑hitting rock track tailored to the company’s tough, hard‑working culture. The soundtrack became the backbone of the film’s momentum and tone, reinforcing the pride and intensity of the craft workforce it represents.
Mining 50+ Terabytes of Real-World Footage
To find the strongest, most visceral moments, our team dug through more than 50 terabytes of existing footage captured by Watts over years of collaboration with Fluor. This deep archive allowed us to showcase:
Real craft professionals
Real job sites
Real project scale
Real pride
By grounding the story in lived experience, the film reflects Fluor’s culture through authenticity rather than narration.
Trade‑Show‑Ready Graphics Built for Impact
Because the video would often be viewed without sound, we incorporated bold, branded graphic callouts to reinforce Fluor’s message visually. These elements helped communicate Fluor’s point of difference in a highly competitive recruitment landscape while staying consistent with the company’s visual and brand language.
This combination of cinematic footage, custom music, and purpose‑built graphics created a piece that fits seamlessly within our documentary‑style and brand storytelling approach.
The Results
The final Craft Pride film delivered:
Action‑packed visuals showcasing the diversity of Fluor’s people and projects
A high‑energy asset built for events, digital channels, and workforce campaigns
A gritty, authentic portrayal of the craft workforce that resonates with skilled professionals
Fluor walked away with a film that doesn’t just communicate opportunity - it expresses pride, culture, and respect for the people behind the work.
For our team, Craft Pride reinforced a principle we see often in Brand Storytelling: when a company’s values are expressed through the people who live them every day, the story carries a credibility no message alone can create.
Rock on.
