CASE STUDY: Engineers and Geoscientists of Manitoba

Created in collaboration with Honest Agency, this commercial for Engineers Geoscientists Manitoba (EngGeoMB) set out to spotlight the people behind the profession—showing how engineering and geoscience shape everyday life in Manitoba and why the public can feel confident in the standards that guide the work. The goal: a concise, cinematic brand piece that feels human, local, and proud—equal parts credibility and heart.

Understanding the Narrative

EngGeoMB advances and regulates the practice of engineering and geoscience in Manitoba to serve and protect the public interest. That mandate is essential—but it can feel abstract to the audiences a brand commercial needs to reach. Our narrative challenge was to translate regulation, ethics, and standards into something you can feel: safety, progress, mentorship, and community benefit.

We grounded the story in three ideas:

  • Public trust — your world is engineered by people who are qualified, accountable, and committed to ethics.

  • Everyday impact — from infrastructure to innovation, these professions touch daily life in visible and invisible ways.

  • Pride of place — Manitoba’s people, landscapes, and industries give the work meaning and urgency.

The Storytelling Concept

We designed the spot to move quickly and confidently—clean compositions, purposeful camera movement, and a score that builds from calm assurance to forward momentum.

Creative choices:

  • Human-first framing: close-ups of practitioners and students at work; mentorship moments; diverse faces that reflect the profession’s present and future.

  • Place & purpose: Manitoba exteriors and work sites to anchor the message in community and context.

  • Visual rhythm: precise cuts, measured motion, and graphic accents to signal rigor, standards, and progress without feeling technical.

  • Voice & text: minimal, declarative copy that reinforces EngGeoMB’s role (public protection, excellence, growth) and invites pride in the professions.

Results and Impact

The commercial gives EngGeoMB and Honest Agency a versatile flagship asset that:

  • Humanizes the mandate—turning policy and regulation into relatable, values-driven storytelling that builds trust.

  • Elevates brand perception—positioning EngGeoMB as forward-looking, community-minded, and essential to Manitoba’s future.

  • Supports recruitment & engagement—useful across events, social, and member communications to inspire practitioners, students, and partners.

  • Strengthens public confidence—a clear reminder that high standards and ethical practice underpin the safety and progress Manitobans rely on every day.