In 2022, Allegheny Technologies (ATI) launched their “This is Your Call” recruitment campaign with this brand anthem video. The concept was to showcase the intrinsic connection between the gritty mill work and the highly technical, classically “sci-fi-like” engineering it empowers, as well as to reinforce the personal ownership and pride ATI employees have through workers literally “signing” their work.
After developing the goals and scope of the campaign with ATI, production began with on-site filming at 10 of their production facilities across the United States. Hundreds of employees’ stories have been told,
and the campaign continues to drive recruitment to this day.