Fletcher Steel - People Behind the Steel
A national brand case study video for Fletcher Steel, New Zealand's largest construction and materials company. The campaign highlighted the people who make Fletcher Steel, shifting focus from products to the skilled workers and teams behind them.
This multi-location production filmed across different Fletcher branches nationwide. As DOP for the Auckland locations, I was part of a larger production team delivering a cohesive national campaign.
The campaign
Fletcher Steel wanted to move beyond product-focused messaging and humanize their brand by showcasing the expertise, dedication, and pride of their workforce. The campaign needed to work across multiple locations while maintaining consistent visual language and tone.
Each location presented different environments, lighting challenges, and subject types. The goal was to capture authentic moments that demonstrated both technical skill and human connection to the work.
Production approach
Working as part of a multi-location team required clear communication and consistent execution. The Auckland filming needed to match the visual quality and approach of other locations while adapting to site-specific challenges.
Filming in industrial environments requires attention to safety protocols, working around operational constraints, and finding compelling visuals in spaces not designed for cameras. The focus was on capturing real workers in their actual environments, not staged scenarios.
What this project represents
This campaign demonstrates the ability to work as part of a larger production team on major corporate projects. Being selected as DOP for Auckland locations on a Fletcher Steel national campaign shows capability to deliver at the highest level for iconic New Zealand brands.
It's an example of collaborative production where individual contributors work within a larger creative vision to deliver consistent results across multiple teams and locations.
Credits
- Director of Photography (Auckland locations) — Diego Opatowski
- Client — Fletcher Steel
- Scope — National multi-location brand campaign
- Locations — Multiple Fletcher Steel branches across New Zealand
- Part of larger production team