Work
The heartbeat, in action.
From single-truck operators to multi-market home service groups and national franchise brands. Work directed by Josh Baker, at Wolf Bear and before it.
Behind the reel
What a production day actually buys
Most quotes are priced per finished spot. That is the wrong unit, and it is why so much home service video gets made once, run in one place, and never used again.
One shoot
A single production day is planned around every format it has to feed, not just the one that pays for it. Wide coverage for broadcast, tighter framing that survives a phone screen, and vertical captured in camera rather than cropped out of a 16:9 master afterwards.
Many cuts
The same day yields the 30 for television, the 15 and 6 for streaming and pre-roll, vertical for Meta and TikTok, and stills pulled from the motion for the website and the ads. Shooting for one channel and reformatting later is how footage ends up looking borrowed on every channel except the first.
Years of use
Evergreen coverage of crews, trucks and work outlasts the campaign it was shot for. The offer changes, the season changes, the library keeps working, and the next campaign starts from something rather than from nothing.
How to judge any reel, including this one
Every production company puts its best four minutes on its website, so a reel is a poor way to tell them apart. These are the questions we ask of our own work. They are more useful to you than anything we could say about ourselves.
- Does it work with the sound off?
- Most people will see it muted first, on a feed. If the spot only makes sense with a voiceover explaining it, it is a radio ad with pictures.
- Can you tell what the company does in five seconds?
- Home service buying happens in a moment of need. A spot that spends fifteen seconds on mood before naming the trade has spent the part that mattered.
- Do the people look like the people who would turn up?
- Real crews outperform models in this category, because the homeowner is deciding whether to let a stranger into their house. Polish that reads as stock reads as someone else's company.
- Would it survive being cut to six seconds?
- If the idea only exists at thirty, it cannot follow the buy onto pre-roll or social. The strongest spots have a shape that still reads when most of it is gone.
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