Contractor Nation
Get to Know Us
To tell the story of the people and values behind one of the most successful international home contracting networks, with over 600 dealers around the world, they needed more than videos — they needed brand-defining films.
Larry Janesky's groundbreaking innovations created the basement waterproofing industry in 1987, and over the last 40 years, his business has grown to a network of more than 600 dealers around the world, fixing "all things basementy" for countless homeowners. But as the wider contracting industry chose less honest business practices over the values of integrity and trust upon which Larry built his business, it was the perfect time to profile the people and story behind Contractor Nation, and show the customers the values and expertise that are the foundation of their business.
SoNo Media teamed up with Larry and the Contractor Nation team to produce a series of "Get to Know Us" short films, highlighting the stories of the top Basement Systems dealers around the country. Through cinematic interviews and personal storytelling, SoNo Media created an aesthetic and emotional tone that put the heart of the workers front and center, and beautifully captured the energy of a truly remarkable company culture that has made Larry Janesky's Basement Systems the longtime leader in the industry he innovated nearly four decades ago.
The result was a variety of formats and deployments that not only drove engagement with customers, but inspired the internal team and drew top talent.
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6-7 minute full-length short film - the deeper story that defines the company values and highlights community initiatives.
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2-3 minute trailer film - the hook and highlights that introduce the value-driven company and the people behind it.
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Dozens of snippets and social clips/stories created from the above formats, an engagement engine across platforms and driving customers to the website.
Brand IDENTITY
Through documentary-style interviews, we defined the brand identity for both the internal team and the customer. By establishing who the people are behind the company and not only what they do, but why they do it, we created a memorable story with personal anecdotes that customers and team members remember long after a basic service-offering ad.
FOUNDER & ORIGIN STORY
Larry Janesky started Basement Systems in 1987 and literally wrote the book on basement waterproofing, so making sure the customers know the origin of the brand deepens company trust and builds a personality for the brand in a way that only documentary-style storytelling can achieve.
CULTURE & VALUES
The mission, vision, and values of the Contractor Nation network are the foundation on which the multi-national brand is built. Through the cinematic documentary film approach, we were able to naturally feature and, more importantly, show these values at work every day in a way that resonates with homeowners.
INITIATIVE SPOTLIGHT
Contractor Nation is redefining the contracting experience, and that doesn't end when the project is finished. We featured key community projects and initiatives for each of the dealers, which could then be deployed as social media stories and shorts for recurring content and posts for months or even years.