ARI – Aggregate Resource Industries

When we heard there’s a job where you literally get to fly via private jet to various locations blowing things up with high-powered explosives for better-than-average pay, we flipped. And this job suffers from retention and struggles getting the word out to the right recruits? The answer was we need to go experience this firsthand. We dug in with the Blast Team for a full week of assignments, flying with them, driving with them, filming them and telling their stories. Our goal was authenticity as means to get the right kind of applicants via social media. It couldn’t look easy or feel fully glamorous or they’d never stay, so we showed what the job needed, grit. Grit Wanted honored those we were filming. We did not use models or focus on the brawniest, we showed the hard-working just how hard they work. In turn, they re-found their pride.