The Erith Group - Experience the Exceptional
A bold commercial repositioning Erith as more than demolition giants, uniting their services in one cinematic statement that drives new business and industry recognition.
Project Overview
Erith needed to show they were more than demolition giants. They needed a powerful statement to demonstrate the full scale of their expertise. From extensive research, I knew Erith’s audience didn’t realise the breadth of what Erith could offer, from ground-breaking engineering and specialist asbestos removal, right up to full-scale construction.
Project Goals
The objectives I set out with the stakeholders were to reposition the brand, align internal messaging, and drive new business opportunities through impactful content.
Reposition the Brand: Shift the industry's perception of Erith from a demolition specialist to a multi-service powerhouse encompassing engineering, construction, and environmental services.
Unify Divisions: Create a single narrative that brings together all arms of the business, showcasing their capabilities in one cohesive, high-impact commercial.
Drive Business Development: Equip Erith’s sales and leadership teams with a powerful marketing asset that sparks new conversations, opens cross-sell opportunities, and facilitates deeper engagement.
The Challenges
Tight timelines, complex logistics, and high-risk environments shaped the production approach from planning through to delivery.
Meeting a Fixed Deadline: Delivering a high-impact commercial on a tight timeline to align with Erith’s new website launch.
Coordinating with Live Sites: Aligning production with active construction and demolition schedules to capture the most visually compelling and technically impressive site activity.
Maintaining On-site Safety: Ensuring all crew operated within strict health and safety protocols while filming in high-risk environments across the UK.
The Solution
To meet the ambitious brief, I developed a flexible production strategy that could adapt to the realities of live construction sites. The focus was on capturing the most impressive moments while weaving a cohesive brand narrative through cinematic visuals.
Strategic Scheduling: Shoot plans were tailored to critical activity windows, striking a balance between visual impact and operational access.
Narrative Structure: The commercial was built around seamless transitions and match cuts to unify Erith’s distinct services into one compelling commercial.
Risk & Safety Management: I worked with H&S officers to ensure safe operation across multiple live, high-risk environments, including a coal power plant that was being commissioned in South Wales.