GLY’s first digital holiday greeting arrived in 2011. With each following year, we aimed to build on the emotional connection with our audience. While graphics received a refresh, messaging was consistent: gratitude, service, and collaboration.
After a string of successes, our 2017 metrics and feedback were disastrous: our audience had a seven-year itch! So we started with a clean slate. (Sort of.) Three years ago we scrapped a concept we loved because we thought it would be too difficult and costly. We were afraid no one would get it, and we didn’t want to mar our record. But with 2017’s failure came a revelation: our resistance to change in an attempt to avoid all risk was ultimately our downfall. We pulled out the scrapped concept and proceeded as if all obstacles were off the table.
Our video focuses on the powerful core of our company: our builders, the talented craftspeople whose physical movements turn our clients’ visions into reality. Inspired by the panacea of noise at a busy jobsite, the final video laces images with a triumphant soundtrack to evoke themes of determination, camaraderie, and pride.
The opening—Construction is a Rhapsody—is a decidedly simple statement. We didn’t want to overpower all the senses already in play. Defined as a music composition that is episodic yet integrated, portraying a range of moods, colors, and tones, rhapsody was the perfect metaphor for construction. We closed by expressing gratitude for the opportunity to do what we love: build.