Alpha Metallurgical Resources, a Tennessee-based met coal company, came to us to create a piece highlighting their significant operations across the Southeast. What followed were shoots spanning several states, cities, and elevations.
We filmed both surface mines and underground mines, where we had the opportunity to collaborate with some of the hardest working men and women in America. On top of that, we journeyed to recovered mine sites to showcase Alpha’s environmental policy in action. An enormous amount of planning, shooting, and post-production culminated in a ‘Brand Anthem’ film that speaks to the heart and soul of the mining experience. We also produced several ‘spotlight’ videos focusing on distinct aspects of the company, as well as hundreds of photos for web and print use.
A shorter :30 version of the Alpha Brand Anthem, tailored specifically to air in the regions around the company’s mines during the 2024 Superbowl.
The Alpha Spotlight series is 5 videos featuring Alpha’s distinct branches of operation, as well as their core values. We interviewed a spectrum of employees, digging deep in their stories to better shine light on an often-overlooked segment of the American working population.
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Alpha | Super Bowl Ad
This is a 30 second cutdown that ran regionally around Alpha mining sights throughout the Unite States.
UNDERGROUND MINING | Alpha Spotlight
A glimpse into the underground mining industry.
ENVIRONMENTAL | Alpha Spotlight
There is so much more that goes into what Alpha does than what meets the eye. This is a look into how Alpha cares for the environment while still pursuing excellence.
MORE THAN A JOB | Alpha Spotlight
It is not just about mining, this is a community of hard working and like minded individuals. We got to sit down with just a few of them and hear their stories.
SURFACE MINING | Alpha Spotlight
A glimpse into one of the many facets of what Alpha does.
MINE RESCUE/SAFTEY | Alpha Spotlight
The job doesn't get done if it isn't done right. Alpha knows how important safety on the job site is.
Behind the scenes
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