ATU Local 113, the union that represents over 9000 TTC workers, came to Aircastle with a challenge: to remind Torontonians that North America’s third largest transit system is kept running safely and efficiently thanks to the dedication of its little-seen Maintenance staff.

Directors Jamie Cussen and Will Beauchamp were given incredible access to a side of Toronto that many citizens never see or think about. They met the men and women who work day and night in the maintenance shops, on the streets, and underground to keep our transit system running safely.

The campaign that emerged sought to present these workers in a heroic light, while reminding a skeptical audience that, at the end of the day, these jobs are important because they keep us and our loved ones safe.

From conception all the way to delivery, Aircastle was responsible for a total of 24 print ads, a micro site, three 30-second broadcast spots and an epic 90-second cinema spot.

Aircastle teamed up with award-winning cinematographer Mikhail Petrenko and shot on the Phantom Flex as well as the Red Epic to achieve the surreal look that was desired.

A huge shout out to our editor Chris Murphy over at Relish for an amazing job. He sliced and diced the hell out of these spots.