The trucking industry is at a crossroads. Nearly all the current truck drivers are reaching retirement age, with hardly any younger drivers to replace them.
New Penn is an East Coast shipping provider who was looking for a creative way to recruit millennials to drive trucks. New Penn has several positions where drivers are home most nights and weekends, but most people don't know that. They think that truck drivers are constantly on the road, have poor hygiene, and work late hours. I developed a campaign based on flipping the "trucker stereotypes" around.
I created storyboards, scouted talent, produced set props, rented a motorcycle, and helped direct the shoots with the production company.
These 15-second pre-roll YouTube commercials were filmed and produced by StoneKap, an Ohio based video production, marketing and digital agency.
The URL led the viewer to a mobile friendly landing page with more information.