As part of their Orange Magazine, an internal print and online publication for staff and workers, Home Depot hired Common Giant to tell a human story through the lens of their brand voice. The story would feature Kassie Schuerr, a Home Depot Associate, who founded Healing Hooves, a nonprofit organization that uses equine therapy to help neuro diverse communities as well as combat veterans suffering with PTSD.
Home Depot needed a production team onsite in Kingman, Arizona to direct, shoot, and produce the video. In addition, the video needed to uphold Home Depot’s brand standards and be told through their unique voice.
Fortunately, the Common Giant team had plenty of experience working within a well-defined brand and knew how to take brand standards and use them to make a story sing.
Before travelling to Arizona, we interviewed Kassie and others involved in the project ahead of time to extract the story arc and discover how it fit within the Home Depot brand. Once we got to know Kassie and understood the work she had done with veterans and neuro-diverse individuals, we began crafting the story.
With the narrative arc set, we packed up and headed to the desert to film onsite. Producing a high-quality video in the desert can be a real challenge, particularly when working with a herd of one-thousand-pound animals! However, our team was eager for the challenge, and after days filming in the desert and in a Home Depot store setting, we had the footage we needed to return home and begin the editing process.
The final product was a deep and meaningful story that connected the Home Depot brand message to some authentic and human. The video was showcased internally and transcribed into a print story for Orange Magazine. Seeing the selfless work Kassie did using her experience with and knowledge of horses to help underserved communities brought many people to tears.
Common Giant prides itself on its ability to tell emotionally engaging stories through a brand lens and this project was one we’re truly proud of and love to share.