CAPTURING FIVE
YEARS OF IMPACT
PROJECT TYPE
video, integrated campaign
AUDIENCE
Employees, Investors, Talent
ROLE
Story Strategy, Scriptwriting, Creative Direction, Agency Management, Budget Ownership, Campaign Launch
HOW DO YOU TELL THE STORY OF FIVE YEARS OF PROGRESS IN UNDER THREE MINUTES?
A five-year social impact initiative was wrapping up, with a new set of goals right behind it. Over those years, the company launched new projects, built a sustainability sub-brand, and saw more than 1,000 employee-led projects across the enterprise. At the end of 2025, Textron passed its original sustainability targets. In 2026, new targets were announced.
Watch: Textron Surpasses Its Five-Year Sustainability Goals
THE STRATEGY
The communications strategy focused on using a significant milestone to connect two moments in time. Instead of positioning the five-year social impact commitment as a conclusion, the story highlighted the progress that had been made and introduced the next chapter of the company's sustainability journey. This approach helped create continuity between the previous framework and the organization's future ambitions.
FINDING THE RIGHT VOICE
We chose our enterprise sustainability manager to narrate. Someone close to the work could speak to both the results and what it took to get them, which kept the film from sounding like an announcement. Filming on site put the story where the work happened.
THE LAUNCH
The video opened Earth Month, a global enterprise campaign I manage, timed so employees could see what their collective work had accomplished before being asked to participate in another 5 years of it. Facilities worldwide paired the enterprise message with their own local programming. Campaign champions received ready-to-use copy so the people closest to the work could share it without writing anything themselves, and every award recipient received recognition for the process improvement projects behind the results.
One story that worked for employees, leaders, investors, and candidates without being rewritten for each. It closed a five-year chapter without making the work feel finished.