Revolutionizing Reliability: The IPS Overview Video Is Live

"Somewhere tonight, a system is about to fail."

That’s how our new corporate overview video for Integrated Power Services begins. It’s now live, and we’re excited to share how we made it.

The job

IPS has spent nearly two decades evolving. Many people still think of us mainly for motor repair, which is how we started and something we still do very well. But now, IPS supports the entire electrical lifecycle—from power generation and distribution to the equipment that keeps essential operations running. We handle motors, transformers, switchgear, circuit breakers, backup power, field service, in-shop repair, remanufacturing, and new or custom-engineered equipment.

Our job: tell that whole story in about two and a half minutes. Make it feel like one story. Make people feel something.

It started with a great brief

The IPS marketing team gave us one of the most thorough creative briefs we’ve seen. It focused on three main ideas: Respond, Rethink, and Resolve.

This framework shaped the video’s emotional arc and let each part of the business stand out. We didn’t have to list services just to cover everything.

Writing for the skeptic

We worked with writer Travis McConkey, who has been a creative partner for years. He and Alex first teamed up at the same agency in 2009.

One of Travis's first questions at kickoff: Who is the most skeptical person watching this? The answer was clear. Engineers and technical buyers. People who know the equipment cold and expect accuracy.

So the script opens on stakes everyone understands. A hospital. A data center. A production line. Through a few focused rounds of review with the IPS team, we sharpened the language, tightened the claims, and landed on an authoritative, modern voice. Confident. Built for thought leadership.

Building the look

A few things we're especially proud of:

• The opening: The video shows an entire city losing power, followed by a hospital, a data center, and a factory floor. These four places can’t afford to lose power, and we show them all in the first few seconds to grab attention and highlight what’s at stake.

• New footage for a new chapter. Power management is the fastest-growing side of IPS, and this was our first time putting it on camera. Our team spent a week at IPS Denver's Moline and Kingston locations, capturing the people and equipment behind that growth. We then color-matched the new footage with IPS's existing library so the whole piece feels like a single production.

• Respond / Rethink / Resolve on screen: This framework appears throughout the video as a graphic element, guiding viewers through each chapter without needing extra taglines.

• Sound that builds: City sounds and energetic music help move the viewer from tension to resolution.

The people at the center

Our favorite part comes near the end. After all the equipment and engineering, the video turns to the technicians.

“They work nights. They work weekends. They show up when every operation depends on it.”

That's the heart of IPS, and it's what makes the final line land: Revolutionizing Reliability.

Built to travel

Alongside the full-length overview, we built [60- and 30-second cutdowns] so IPS can carry the story across social, paid, events, and sales conversations.

Thank you

A big thank you to the IPS marketing team for trusting us to tell the story of where the company is going. Thanks also to the technicians in Moline and Kingston who welcomed us into their shops for a week. You made our job easy. We appreciate your time and your skill.

"So excited to share this with the world! Thanks for your partnership on this. Can't wait to make more!"

Julie Woodson, Senior Manager, Marketing Operations, Integrated Power Services

Has your company outgrown the way people see it? We'd love to help tell the next chapter. Let's talk →