Sherwin-Williams
We conducted relaxed, one-on-one interviews with each driver, intentionally keeping the tone casual and low-pressure. Instead of asking them to explain why the company was great, we simply asked about their experience — mixing easy, personal questions with a few company-related prompts.
While interviews were happening, our team captured organic B-roll throughout the event and filmed mic’d-up moments to preserve the natural energy of the Rodeo. The result was real conversations, real laughter, and real personalities — not rehearsed corporate answers.
The work
The challenge
Sherwin-Williams wanted to showcase their drivers at their annual Rodeo event, but previous productions struggled to draw out the personality and authenticity of the drivers. The result was a highlight reel — not a story.
The drivers didn’t feel comfortable on camera, and the true heart of their team culture wasn’t coming through. Sherwin-Williams needed more than footage — they needed connection.
The plan
Seen & Loved approached the Rodeo differently. Instead of just showing up to film, we intentionally built relationships with the drivers throughout the week — on and off camera.
By connecting with them before the interviews ever started, we created an environment where they felt comfortable, relaxed, and fully themselves. When it came time to film, we weren’t strangers with cameras — we were trusted partners capturing their story.
The process
We conducted relaxed, one-on-one interviews with each driver, intentionally keeping the tone casual and low-pressure. Instead of asking them to explain why the company was great, we simply asked about their experience — mixing easy, personal questions with a few company-related prompts.
While interviews were happening, our team captured organic B-roll throughout the event and filmed mic’d-up moments to preserve the natural energy of the Rodeo. The result was real conversations, real laughter, and real personalities — not rehearsed corporate answers.
The solution
The final films captured the true energy and personality of the Sherwin-Williams Rodeo — showcasing what makes their drivers uniquely exceptional.
Leadership didn’t just receive a highlight video — they gained deeper connection and insight into their team. The videos strengthened unity across the company, built excitement nationwide for the next Rodeo, and elevated the event into something drivers aspired to earn through safe driving.
By celebrating the people behind the wheel, Sherwin-Williams reinforced a culture of safety, pride, and connection between drivers and leadership.