Mining campaign

The aim of this campaign is to promote the day-to-day life of a Shell lubricant expert as the unsung hero in an open-cast mining environment.

The brief was to capture images that tell the Shell LubeExpert story. Authenticity is key. Featuring real lubricant experts in close collaboration with customers in actual working environments.

The direction of the campaign choosen was contrasting perspectives. Our aspiration was to create communications imagery for Shell that was more distinctive and attributable, clearly reflecting customer-focused innovation and underpinned by core company values.