Trane Film Relentless Testing by Young & Laramore

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Relentless Testing

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Industry Air Conditioners
Media Film
Market United States
Agency Young & Laramore
Executive Creative Director Carolyn Hadlock
Creative Director Bryan Judkins
Senior Art Director Dan Shearin
Senior Copywriter Deidre Lichty
Production Sibling Rivalry
Director Joe Wright
Released May 2018

Credits & Description

AGENCY: Young & Laramore
Executive Creative Director, Principal: Carolyn Hadlock
Creative Director, Principal: Bryan Judkins
Senior Writer: Deidre Lichty
Senior Art Director: Dan Shearin
President, Chief Strategy Officer: Tom Denari
VP, Account Director: Brad Bobenmoyer
Associate Account Director: Jacqueline Hacker
Account Supervisor: Cory Schneider
Account Manager: Catherine Watson
President, EchoPoint Media: Terri Reilly
Digital Media Director: Lindsey Warner
Media Planner / Buyer: Morgan Gozdecki
Digital Media Assistant: Amanda Eagle
Executive Producer: Amy Jo Deguzis

PRODUCTION COMPANY: Sibling Rivalry
Director: Joe Wright
Director of Photography: Peter Konczal
Head of Production: Joanna Fillie
Executive Producers: Shelby Ross & Maggie Meade
Line Producer: Amanda Clark

PRODUCTION SERVICE COMPANY: Soft Citizen
Head of Production/Executive Producer: Rob Burns
Service Producer: Chris Scherk

EDITORIAL: Lost Planet
Editor: Bruce Herrman
Executive Producer: Gary Ward
Producer: Tricia Yaguchi

ORIGINAL MUSIC:
Original Music: Gavin Little/Echolab
Sound Design: Gavin Little/Echolab

MIX:
Mix House: Lime Studios
Engineer: Zac Fisher
Producer: Susie Boyajan

PHOTOGRAPHY
Print Photographer: Joe Wright
Producer: Mark Miner
Published: May 2018
Synopsis:
Sharing that Young & Laramore, Sibling Rivalry’s Joe Wright and Echo Lab’s Gavin Little today announce a national campaign for Trane to romance the world of HVAC.
As the preeminent brand in the HVAC category, Trane has long been associated with its ability to run through anything. Young & Laramore was tasked with telling a deeper story of the extreme testing every Trane product goes through to become unstoppable. From freezing temperatures to extreme heat and pouring rain, every Trane is tested to run through anything. They never stop pushing their products until they never stop, and can live up to their tagline: It’s Hard to Stop a Trane.
The “Relentless Testing” campaign focuses on these extreme and unyielding tests, and the end goal was to make the viewer feel worn out, like the unit, after watching the spot. Overall it’s a sexy take on testing, taking a page out of automotive advertising for HVAC.