Construction Industry Video Marketing: How Watts Helped Fluor Through Digital Storytelling

Fluor Craft Pride

Skilled craft professionals are in high demand across the United States—and Fluor is leading the charge to attract top talent. To support their workforce recruitment efforts, Fluor partnered with We Are Watts to produce a high-impact, high-energy video designed to resonate with experienced tradespeople. Featuring original music composed by We Are Watts and Sonosanctus, the result is a gritty, hard-hitting piece that celebrates the skill, strength, and pride of the craft workforce.

Fluor asked us to combine years of accumulated footage shot by Watts into an attention-grabbing sizzle video to kickstart the urgent recruitment of skilled craft workers to their projects worldwide.  

The right music can fuel a great sizzle reel.  Watts composed a big bad original rock track tailor-made for Fluor’s gritty work culture.  To find the brawniest moments, we carefully dug through over 50 terabytes of existing footage.  At trade shows, viewers need to get the message without the music and voice-over, so we incorporated branded GFX callouts to hammer Fluor’s point of difference in a highly competitive space. 

Action packed footage which showcased diversity in projects and people as well. Rock on.