Sometimes the most important brand stories aren’t about spectacle. This commercial focused on capturing the mindset behind Rock Bottom Propane and the people who built it, grounding the brand in hard work, community, and trust.
This commercial was designed as a foundational brand asset. The structure balances personal storytelling with clear brand positioning, allowing the message to feel authentic while still supporting long-term marketing use.
The visual language relies on natural environments, working moments, and restrained pacing to reinforce trust and credibility. Voiceover, cinematography, and edit rhythm were treated as a single system, ensuring the story felt intentional, focused, and emotionally grounded from start to finish.
This project was created to introduce Rock Bottom Propane through a human lens rather than a traditional sales message. The film highlights the determination and resilience of its founders, Dusty Sutton and Will White, and frames the company as a reliable, community-driven energy provider built during uncertain times.
Rather than focusing on product features alone, the story centers on values: commitment, consistency, and the responsibility of keeping families and businesses running. The result is a grounded brand commercial that positions Rock Bottom Propane as dependable, hardworking, and deeply connected to the people it serves.
Brand storytelling
Founder narrative
Community positioning
Trust and reliability messaging
Long-term brand foundation
Commercial launch asset
Cinematic direction
Natural lighting
Location-based visuals
Editorial pacing
Clean brand framing
Voiceover-driven structure
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