Trane Commercial
Expanding a brand’s identity
We created fun, snappy video for Trane Commercial to spotlight a service its existing customers weren’t aware of.
Background
When you’ve been around as long as Trane, it’s almost inevitable that the company you were a century ago will need to evolve or reinvent itself.
Trane traces its roots back to 1885, when James Trane started a plumbing and pipe-fitting service in La Crosse, Wisconsin. Over the years, it grew into a global manufacturer of HVAC equipment. Now, as we experience unprecedented technological advancement in internet connectivity, Trane is evolving into the industry leader in connected buildings.
Our work
As HVAC equipment manufacturer Trane expanded to add building and data expertise to its business model, we wrote a script that put buildings, data, and people front and center.
In production, we used three spokespeople in different locations (via green screen magic) to help emphasize that 1) Trane is an expert in all kinds of buildings and 2) Trane’s people are the ones that help you “go beyond.” Trane’s in-house graphics team added their new “energy beam” brand elements and we wrote a custom score that bolstered the reflective nature of the script. The result is a highly-polished showpiece that Trane used to introduce their new brand.