Situation: Over the years, our ad agency had heard inspiring and harrowing stories of The Home Depot associates helping communities after major natural disasters. Although the retailer rarely pats itself on the back, this was a story that clearly had to be told.

Brief: To simply tell the story of how and why The Home Depot is so deeply committed to helping their fellow neighbors. However, we knew this needed to be done in an honest, real way – that is, not too corporate-y, too ad-y, or too chest-beating.

Objectives: This brand story was created to touch some hearts and raise brand affinity around this truly inspiring company. Secondarily, we knew, if done right, the film would double as a helpful, internal training tool screened for new hires.

For over 30 years, The Home Depot has played a key role in helping communities rebuild after major natural disasters. The documentary Hope Builds focuses on three devastating events and features firsthand accounts from survivors and The Home Depot Associates, illustrating their volunteering efforts.

Twenty-three people were chosen to film during 10 shoot days across seven states – all during COVID. Visuals of communities leveled by Mother Nature take viewers inside the shocking events described by interviewees, many of whom are decades-long veterans of The Home Depot.

Before wrapping each interview, we would ask, “Why do you feel this responsibility to help?” The reply most often heard: “It’s just what we do.”

Hope Builds was released to the public on the brand’s social channels. We’re most proud that the film is truly resonating at the store level – and starting to be used as part of new employee training.

Hope Builds has been screened by associates across the country – instilling longtime employees with pride as they’re reminded, in riveting detail, of just how deeply committed their organization has been for the past 30+ years to helping their communities hit by major natural disasters.

Thanks to the film, a brand primarily seen as just a big box home improvement retailer is now being rightfully portrayed as a company filled with local people who are meaningfully committed to helping the communities they serve.

For all involved, the proudest outcome has been that many local store managers have requested to share the film with their teams – and their new hires – as part of their culture.