Big, complex machinery — made easy to understand and easy to buy.

01 — Hear it from them

“Our equipment is really big, really complicated, and it’s often hard for other agencies to understand. So knowing they’ve worked with this kind of machinery before made me understand that, yeah, they can take on the challenge.”

Abigail Helm

Marketing Communication Specialist · Chicago Pneumatic & APT

02 — The results

Clear

Complex equipment made simple on camera

Quick

Turnaround that takes load off a one-person marketing role

Portfolio

Won on proof of work with other construction manufacturers

At ease

Patient, teleprompter-guided interviews

03 — The client

Chicago Pneumatic and American Pneumatic Tools (APT) are long-standing names in construction equipment — large, highly technical products that most agencies struggle to explain. Abigail Helm handles marketing communications for both and wears a lot of hats.

The challenge

Equipment that is big, complicated, and hard for outside agencies to grasp

Getting internal experts comfortable in front of a camera and a teleprompter

A small marketing team needing fast turnaround without quality loss

Content that has to work for internal audiences and customers alike

The approach

CDS was chosen off the portfolio — proof we’d already worked with this class of machinery. From there: product promos, technical sales walkarounds, and safety-and-operation content, shot with patient teleprompter direction so the spokespeople sound like themselves, with clear expectations set before every shoot day.

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Examples of our work