Transforming career pathways for Michigan's skilled trades

When we were invited to collaborate on this meaningful project, it fueled our team with passion and purpose to inspire our youth in innovative ways

Level up your life and earn while you learn

The Michigan Regional Council of Carpenters and Millwrights’ (MRCC) “Schools to Tools” campaign set out to change how young people view skilled trades—giving them a hands-on, modern experience while removing barriers to entry. This immersive, 360-degree initiative went far beyond career basics, showcasing the deep impact of unionized tradespeople who shape Michigan’s landscape—building roads, bridges, solar fields, and more.

At its core was a mobile field trip experience that redefined career exploration, making carpentry and millwrighting exciting and accessible. Our challenge — breaking outdated misconceptions, combatting negative perceptions like a four-year college degree being the only path to success and by proving that skilled trades offer more than just a job—they provide a pathway to a rich, fulfilling life with competitive salaries, meaningful benefits, and the ability to retire with dignity.

“Schools to Tools” set out to help a new generation see the trades as a powerful, rewarding career path.

Where purpose, passion and action align

We drew inspiration from the transformative power of personal narratives, focusing on the human experience behind skilled trades – not just work, but a calling that allows individuals to create, innovate, and make a tangible impact on their communities. All of these elements would come together in the “Schools to Tools” mobile field trip experience.

Our strategic approach centered on powerful, authentic storytelling:

• Illuminate the pride and passion of trade professionals
• Showcase trades as a career that empowers individuals to grow, shape their futures, and build meaningful lives
• Create content that speaks directly to students’ aspirations and untapped potential
• Highlight the economic opportunities and personal fulfillment of skilled trades
• Demonstrate how trade professionals are crucial to Michigan’s economic future

Octane Design met the challenge of showcasing incredible trades careers by creating content that leveraged cutting-edge technology and craftsmanship to capture the attention of young audiences. We developed a modern visual style, enhancing the existing branding across media, hands-on experiences, and visual elements to align with the aesthetic sensibilities of the next generation.

We contributed to a transformative multimedia experience by producing engaging video assets for the “Schools to Tools” mobile field trip that levelled-up MRCC’s experiential marketing by crafting an immersive journey that inspires and engages the next generation of trade professionals. From hands-on, interactive experiences within the mobile field trip to the engaging tone and content of on-site training videos and social media, every element was designed to captivate and educate.

The campaign unleashed powerful storytelling through dynamic video production, featuring 30-second promotional videos that spotlighted influential leaders, including Michigan Governor Gretchen Whitmer and trade union representatives. Octane Design captured the essence of apprenticeship through eight deeply personal profile videos that revealed individual journeys and career pathways. An inspiring, original spoken word video pulsed with Motor City energy, inspiring young people’s excitement about future opportunities.

To bring incredible trade opportunities to life, we deployed cutting-edge hi-def 360 filming techniques, capturing breathtaking vistas from atop the Gordie Howe bridge and other sites across Michigan. These immersive visuals shattered conventional expectations with mind-blowing perspectives made possible by careers in the trades.

Our team collaborated with the talented writer and artist, Mike Ellison, and acclaimed musician, Eric Hoegemeyer, to create custom music infused with authentic Detroit spirit, amplifying the emotional resonance of each narrative.

Authenticity remained paramount throughout the project. Octane Design prioritized personal storytelling, ensuring exceptional production quality and diverse representation across all media channels. We developed sophisticated, multi-platform engagement strategies in collaboration with MRCC that connected deeply with young audiences, transforming the “Schools to Tools” campaign into a compelling invitation to explore meaningful career opportunities.

No debt, no doubt, no stress. Invest your sweat in skills and build

By challenging preconceptions and showcasing the true potential of skilled trades, the campaign opened new doors of possibility for young professionals, demonstrating that success comes in many forms – and sometimes, it comes with a hard hat and a passion for building something extraordinary.

The Schools to Tools campaign dramatically transformed perceptions of skilled trades:

• Connected with thousands of students through an inspiring mobile experience
• Generated significant social media engagement
• Produced over 15 unique video pieces
• Created a comprehensive multimedia narrative
• Illuminated the exciting economic and personal opportunities in skilled trades
• Inspired students to see carpentry and millwrighting as dynamic, rewarding career paths