Vapor Recovery Showdown - Marketing Campaign
A national creative campaign positioning Flowco as the leader in vapor recovery. I wrote and directed the award-winning hero commercial (1.1M+ views), blending cinematic storytelling with emissions education and brand strategy.
Flogistix needed to justify its premium price point by reinforcing its reputation for quality, reliability, and long-term value in vapor recovery. With increasing emissions regulations and Flowco’s IPO on the horizon, the brand also had to evolve—preserving equity while introducing a bold new identity. Internally, the goal was message alignment; externally, the objective was to drive brand awareness and reframe the conversation around value—shifting focus from cost to proven performance. The campaign needed to break through a noisy market with a message that was premium, memorable, and unmistakably different.
Strategy & Planning
- Outlined full campaign strategy, including competitor research, SEO targeting, and persona development (Facility Engineer, Executive, Procurement)
- Defined unique value proposition, tone, messaging pillars, and campaign objectives
Creative Development
- Built moodboards, visual identity, hero commercial concept, and messaging frameworks
- Developed supporting written content and a dedicated campaign landing page
- Collaborated cross-functionally with Marketing leadership for strategic alignment
Scriptwriting & Campaign Pitch
- Wrote the full commercial screenplay and pitched the campaign to the executive team for approval
Production Leadership
- Led pre-production including crew sourcing, casting through agency partners, and organizing 20+ employees as background extras
- Directed the commercial shoot and oversaw art direction, wardrobe, and set logistics with the Creative team
Post-Production & Asset Creation
- Managed editing, audio, and final delivery of the hero commercial
- Created multiple commercial variations for A/B testing across LinkedIn and Google
- Designed all supporting media assets and built the immersive campaign landing page
Performance & Internal Engagement
- Conducted monthly performance reviews and quarterly analytics recaps with leadership
- Maximized employee engagement and internal culture by involving team members on-camera and behind the scenes
- The final commercial is now used by the sales team to highlight company culture, branding, and product quality
