Director Brett Warkentien partners with DEPT and Bissell for massive content campaign

Crafting an Iconic Content Campaign: Dir. Brett Warkentien – Taproot Pictures, DEPT & Bissell’s 10-Day Production Marathon

1. Ambition Meets Scale

In today’s fast‑paced advertising landscape, creating a content campaign that’s both prolific in output and rich in quality demands strategic planning, collaborative spirit, and a bold execution roadmap. We partnered with global digital agency DEPT to reinvent Bissell’s brand presence through a powerful library of visual storytelling designed for digital rollout.

This was a 10‑day production, creating 20 unique films, a feat rarely seen in commercial production, where five-day shoots are often considered long. This ambitious approach underscores how audacious creativity from , paired with razor‑sharp organization, can yield extraordinary results (Taproot Pictures).

2. The Scale of the Undertaking

It’s one thing to imagine a campaign with dozens of deliverables. It’s quite another to execute it in real time:

  • 10 days of filming— (Taproot Pictures).
  • 20 on‑camera principals, bringing diverse faces and personas to life, resulting in 36 talent days on set (Taproot Pictures).
  • 14 animals, demanding extra care, attention, and logistical coordination.
  • 5 distinct locations, each offering unique visual backdrops, lighting challenges, and site‑specific requirements.
  • A world‑class crew of 50+ professionals, from cinematographers and assistants to grips, sound, production design, and more.
  • Creating a comprehensive content library of both finished spots and photography, forming a foundational asset for Bissell as they enhanced their brand identity and website presence (Taproot Pictures).

Such magnitude could feel unmanageable, but the right leadership from Director Brett Warkentien, planning, and team culture turned it into a symphony of cinematic execution.

3. Leadership & Logistics: The Backbone of Execution

At the core of any complex production lies coordination—and vision.

Director Brett Warkentien took the helm, conceptualizing each day through detailed storyboards and a comprehensive production matrix. Every minute on set was mapped to precision: scene blocking, location transitions, lighting setups, and artist readiness, nothing left to chance (Taproot Pictures).

First AD Seth Rice proved indispensable in transforming that vision into logistical reality. He managed scheduling, oversaw call times, kept a steady flow of operations, and ensured no shoot element slipped—even under intense time constraints.

As the days marched on, the pace remained disciplined. Daily check‑ins, quick troubleshooting, and transparent communication enabled the team to keep momentum and deliver on creative, technical, and logistical benchmarks.

The Visual Architect: DP Jeff Sukes

No production of this scale succeeds without a keen visual storyteller at the lens, and for Bissell’s campaign, Director of Photography Jeff Sukes was that guiding eye. With more than a decade of experience crafting cinematic images for national brands and agencies, Jeff brought both technical mastery and a collaborative spirit that elevated every frame of the 10-day shoot.

4. The Crew & Culture: Collaboration in Motion

Behind every frame stands a dedicated team, both visible and behind the curtain. Our  process not simply as production, but an ‘experience’, highlighting a “white‑glove service” ethos where client and agency become creative partners rather than transactional collaborators.

More than logistics, this mindset fosters trust, flexibility, and a shared ownership over the final work. From lighting tweaks to talent direction, every crew member, camera operators, art department, animal wranglers, grips, sound engineers, contributed to an environment where excellence was the standard, not an exception (Taproot Pictures).

The result? A seamless production where high energy met high precision, a testament to both preparation and a culture of mutual respect and creative curiosity.

5. Deliverables That Build Foundations

By the end of the 10 days:

  • 20 unique film assets were captured, each telling a distinct story, showcasing different products or brand messaging.
  • Professional photography complemented the video assets, providing versatile imagery for print, digital, and social channels.
  • This robust library of content became a visual backbone for Bissell’s refreshed brand identity and upcoming website redesign.

These assets offer Bissell not just storytelling flexibility, but strategic longevity empowering them to repurpose, reframe, and reconnect over time with their audience.

6. Why This Matters: Strategic Impact & Brand Evolution

This production transcended the typical ad campaign. Here’s why:

  1. Volume Meets Versatility
    Twenty assets born from one orchestrated shoot give any brand immense flexibility. Campaigns can be tailored seasonally, across platforms, or refreshed with minimal additional overhead.
  2. Efficiency & Excellence at Scale
    Pooling output into a concentrated production window drives cost efficiencies. Focusing creative energy into a high-caliber, high-output sprint also ensures consistency in visual tone and message.
  3. Strategic Branding Momentum
    Bissell’s revitalized identity extends beyond logo and color palette—it’s visual storytelling in motion. The content empowers cohesive brand presence across touchpoints, unified by consistent aesthetics and narrative tone.
  4. Creative Agency Partnership
    Taproot’s “curated experience” approach reframes agency/production studio roles. When the client and agency function as creative co‑pilots, each decision—on set, in planning, in post—benefits from diverse perspectives and shared goals.
  5. Legacy & Future-Readiness
    This filmed and photographed trove sets Bissell up for years. Whether launching new lines, driving social campaigns, or experimenting with emerging formats, their content library offers unmatched agility.

7. A Behind-the-Scenes Look

Taproot has teased a behind‑the‑scenes look (e.g., “Take a peak behind the curtain…”), though the LinkedIn materials weren’t accessible in this context. Such content typically amplifies the human side of production—the scrappy moments, joy of problem-solving, quirky overhead shots, and the realness of creating under pressure (Taproot Pictures).

These BTS glimpses often resonate deeply on social platforms, connecting audiences to the process and inviting them into the world behind brand polish.

8. In Closing: Storytelling, Strategy & Scale in Harmony

This strategic planning, creative ambition, and collaborative ethos can coalesce to produce high-volume, high-impact brand storytelling.

With 20 films, photography, and a content treasure trove, Bissell is now positioned not merely to engage customers, but to delight, surprise, and evolve visually for the years ahead.

 

Contact:
Taproot Pictures
415 Norwood Ave. SE
Grand Rapids, MI 49506
Email: josh@taprootpictures.com