In 2014 we were tasked with re-branding CeRam-Kote Ceramic Coatings in a bold way, and giving them an attention-getting commercial, in addition to a new website and some print brochures.

We wanted to create a functional video that is stylishly slick, yet confidently honest… rugged but hi-tech. Oilfield brawn meets geeky smart. We visualized a hybrid between those two concepts — strong and visually powerful. Essentially, it’s a stylized treatment of rugged imagery, bold fonts, and strong metaphors but also with a human component emphasizing the all-important fact that the CeRam-Kote principals are the experts in Ceramic Resin Coatings. That they are The Authority in this field, and if you want it done right, they are the ones to call.

We think it turned out pretty great.

Utilizing our in-house greenscreen studio, we were able to transport a handful of talented actors (including local talent David Blackwell, below) into a “pop-up book”-style West Texas landscape, stylishly rendered in black-and-white (and red). Classic diners, pump-jacks, oilfield filth and muck make for a rugged spot. After all, “they don’t call ‘em roughnecks for nothing.”

A 30-second cut-down of the spot (viewable at the newly redesigned CeRam-Kote site) ran all fall in the Permian Basin during college football games.