The Client:
Werner Ladders UK
Werner Ladders UK is part of the Pro-Driven Global Brands Group and a market leader in ladder systems, trusted by trade professionals across not only the country but globally. Having previously collaborated with the marketing team on a successful project for the BoSS Towers brand, we were thrilled to be approached to support the Werner brand with a new product launch.
The brief
Werner were preparing to launch the Adjusta Step Pro — a new, innovative ladder designed for professional use. Six months ahead of the official launch, the marketing team asked us to create a comprehensive suite of visual assets: a product launch video, a smaller social cut of the larger video, e-commerce photography, and lifestyle imagery.
A key requirement was that all assets needed to align with Werner’s bright and polished brand aesthetic — a departure from our typically darker, more textured visual style.
The process
To meet the brief, we began with a comprehensive planning phase, collaborating closely with the Werner marketing team to understand their objectives, visual preferences, and key messaging for the Adjusta Step Pro. While our house style often leans towards a moodier, more industrial aesthetic, Werner’s creative direction called for a brighter, cleaner look — one that would align with their established brand language and appeal directly to trade professionals and e-commerce audiences alike.
Our in-house studio was the ideal environment for capturing the e-commerce stills, allowing us full control over lighting and styling to ensure every product detail was clearly visible and consistent across the range.
For the lifestyle imagery and launch video, we conducted a location search across the Midlands, ultimately securing an industrial unit in Northamptonshire that was in the midst of being converted into a warehouse and office facility. The partially finished site offered a raw yet clean backdrop — visually interesting, on-brand, and functionally appropriate for demonstrating the ladder in use. The location was sourced with the help of Ryan Lange, a social content creator and experienced tradesperson, who also featured as one of the models in the shoot.
Casting was an important consideration. Werner had specifically requested a gender-diverse set of models. In addition to Ryan, we featured a member of Werner’s own sales team and a member of our very own dissident team, ensuring authenticity and relatability throughout the campaign imagery.
Filming took place over the course of a single day in August 2024. Working efficiently, we captured a variety of setups for video and stills, carefully managing the schedule to maximise natural light and maintain visual consistency across all content. Our creative team worked seamlessly — from direction and cinematography to styling and post-production — to deliver a polished suite of assets that met both the functional and visual demands of the brief.
Close collaboration with Werner continued throughout the post-production phase, with rounds of feedback built into the schedule to ensure the final outputs met expectations months ahead of the February 2025 product launch.
Outcome
The Adjusta Step Pro launched in February 2025, supported by a full suite of high-quality visual content that spanned e-commerce platforms, social media, and wider marketing campaigns. The assets we produced were not only visually aligned with Werner’s brand identity but also tailored to engage their professional trade audience effectively.
Feedback from the Werner marketing team was overwhelmingly positive. The visuals delivered the clarity and impact they were looking for, and the content played a key role in helping the new product stand out in a competitive market. The successful execution of the project further cemented the trust built during our earlier collaboration on the BoSS Towers brand.
The client was delighted with the final deliverables and the process — so much so that they’ve since commissioned us for several further projects under the Werner brand.
