The Challenge

Maersk wanted a B2B brand film that communicated the scale and sophistication of its logistics services—without feeling like traditional corporate content.

My Creative Direction

I worked with Maersk to identify their client, Pentland Brands (Speedo, The North Face) as the ideal storytelling partner, then reframed logistics through the lens of athletic performance, movement, and precision.

To bring this idea to life, I developed a bold visual concept: transforming an active shipping terminal into a BMX stunt environment. Working closely with operations teams, we reconfigured shipping containers into ramps and pathways, staging a high-energy athletic performance inside a real logistics hub.

Why It Mattered

• Reimagined B2B storytelling through culture and spectacle

• Balanced operational constraints with creative ambition

• Created an experience designed for film, but rooted in a real physical environment

Impact

• Previous Maersk brand films averaged ~2,000 views

• This film reached 16,000 views within initial release

• Continued organic growth to 300,000+ views within 9 months

• Demonstrated the effectiveness of a more culturally driven, story-first approach to B2B communication