Fluor Craft Pride — High‑Impact Construction Industry Video Marketing for Workforce Recruitment
Skilled craft professionals are in high demand across the United States, and Fluor is leading the effort to attract top talent to its global projects. To support this mission, Fluor partnered with Watts Media to create Craft Pride - a high‑energy recruitment video built to resonate with experienced tradespeople and showcase the strength, grit, and pride of the craft workforce.
Featuring an original rock track composed by Watts Media and Sonosanctus, the film delivers a bold, hard‑hitting message that aligns with Fluor’s culture and the realities of industrial construction work.
The Creative Challenge
Fluor asked Watts to transform years of accumulated field footage into a powerful sizzle reel that could ignite interest among skilled craft workers worldwide. The video needed to:
Capture attention instantly
Highlight the diversity of Fluor’s projects and people
Communicate Fluor’s value to prospective craft professionals
Perform effectively in sound‑off environments like trade shows and recruitment events
This was a chance to elevate Fluor’s craft workforce story through the kind of cinematic, boots‑on‑the‑ground energy that defines our Live Action work.
Our Solution
A Custom Rock Track to Match Fluor’s Grit
Music drives a great sizzle reel — and for Fluor, we built something big. Watts composed an original, heavy‑hitting rock track tailored to the company’s tough, hard‑working culture. The soundtrack became the backbone of the film’s momentum and tone.
Mining 50+ Terabytes of Footage
To find the strongest, most visceral moments, our team dug through more than 50 terabytes of existing footage captured by Watts over years of collaboration with Fluor. This deep archive allowed us to showcase:
Real craft professionals
Real job sites
Real project scale
Real pride
Trade‑Show‑Ready Graphics
Because the video would often be viewed without sound, we incorporated bold, branded GFX callouts to reinforce Fluor’s message visually. These on‑screen elements helped communicate Fluor’s point of difference in a highly competitive recruitment landscape.
This combination of cinematic footage, custom music, and purpose‑built graphics created a piece that fits seamlessly within our Documentary‑Style Storytelling approach.
The Results
The final Craft Pride video delivered:
Action‑packed visuals showcasing the diversity of Fluor’s people and projects
A high‑energy recruitment asset built for events, digital channels, and workforce campaigns
A gritty, authentic portrayal of the craft workforce that resonates with skilled professionals
Fluor walked away with a recruitment tool that doesn’t just tell the story - it feels like the work.
Rock on.
