Last year, we had the opportunity to step inside a massive shift for the Knapheide team. Their new facility in McHenry, Illinois, wasn't just a win for their production capacity; it was a milestone for the people who make the brand what it is.

When their marketing team reached out, the goal was clear: capture the scale of this new manufacturing hub while ensuring the message resonated with three distinct groups: Dealers, End-Users, and the community.

A Narrative Approach to the "Facility Tour"

Rather than a standard, fast-paced walkthrough, we treated this project as a series of perspectives. Every person who interacts with Knapheide sees the company differently, so we built the content to match those viewpoints:

• The Dealer Perspective: Focused on the logistical flow and the expanded capacity that keeps their businesses moving.

• The End-User Perspective: Highlighting the craftsmanship and quality control that give a fleet owner peace of mind.

• The Facility Overview: A cinematic look at the sheer scale of the McHenry operation.

Voices from the Floor

What I’m most proud of in this series isn't just the wide, sweeping shots of the new building—it’s the moments we spent with the team. To truly understand a facility, you have to talk to the people who inhabit it every day.

We produced a series of individual interview films featuring the backbone of the McHenry location:

• The Paint Department & Installers (Precision in the finish)

• Lead Technicians & Parts Specialists (The expertise in the build)

• Material Handlers & Office Administration (The rhythm of the operation)

By focusing on these intimate conversations, we were able to move past "corporate marketing" and into a space that felt authentic. It’s one thing to say you’ve expanded your capacity; it’s another to show the faces of the people making it happen.