Look to Us

Baker Hughes was spinning off as a separate, stand-alone business, returning to their former entity name. As such, they launched a major brand and visual identity campaign, including a set of updated and simplified values for the company. The company was looking for us to produce a video “unveiling” for its internal audiences. They wanted it to be human, progressive, approachable, smart, authentic, conversational, captivating – and perhaps a little fun. We chose to center the production on the people of Baker Hughes and to let the long legacy and personalities of employees shine through. The goal of the video was to genuinely convey who Baker Hughes is as a business and what they are trying to do to establish themselves as an independent “new” business. After viewing, audiences should have confidence that Baker Hughes is positioned for growth. Employees should feel pride in what they do and connected to their colleagues around the globe. Ultimately, the hope is that employees align to grow, collaborate, lead, and help achieve Baker Hughes’ purpose to take energy forward – making it safer, cleaner, and more efficient for people and the planet.
The video, shot on location and using actual employees, uses a visual device to give the video a unique signature feel. In addition to authentic interviews where employees give their perspectives on the company values, they also write on a glass wall. This helps to bring in a visual interest and reinforcement tool.