Creative Brief

Suffolk’s 40^th anniversary in 2022 presented an opportunity to instill pride, celebrate employees and show the world what makes us unique, our people. Their experiences and expertise are the fabric of our company, and we wanted to have a chance to put them on a pedestal. With that in mind, the company’s corporate marketing team undertook an ambitious project: crisscross the country to capture first-person narratives from 40 Suffolk builders in each of our 10 regional offices, with highly personal photography to accompany each story and videos for the most impactful narratives. The project brought our people into the spotlight, featuring the faces and voices responsible for redefining skylines across America. Stories included veterans, a retired bull rider, a lifeguard, a marathoner training for the Olympic trials, a pastor, a Boston health care builder who spent a month in a coma at one of the hospitals we built, the brother of the police officer killed in the aftermath of the Boston Marathon bombings, a married couple expecting their first child, and many others. To develop these compelling narratives, the marketing team’s designer, videographer and writer traveled to locations in Massachusetts, New York, Florida, Montana and California; conducted hundreds of hours of interviews; and shot thousands of photographs and hours of video footage. The team produced each narrative, told in the person’s voice and with matching visuals, on a roughly weekly basis to finish all 40 within a year. We then closed the campaign with a movie trailer-style recap video.