Client: Women On Site (WOS)
In a world where visual storytelling can reshape narratives and challenge societal norms, Left Lane has carved a niche by partnering with organizations that are committed to making a difference. One such partnership is with Women on Site (WOS), a community dedicated to supporting women and gender diverse individuals in the construction & trades industry. This collaboration culminated in a powerful brand video that not only showcases the capabilities of Left Lane, but also stands as a beacon of hope and empowerment in traditionally male-dominated fields.
Women on Site is run by four trailblazing women: Constanza, Samara, Tessa and Rylie, who each faced their own challenges in their careers in construction. Recognizing the pervasive isolation felt by women in the industry, they have transformed WOS from an Instagram community into a thriving network focused on connection, mentorship, and support. Their mission is clear: to foster a sense of belonging and encourage women to thrive in their careers, combating the industry’s alarming rate of attrition among female workers.
The video, produced by our team at Left Lane, serves as a flagship piece for WOS, encapsulating their mission through poignant storytelling and a compelling voiceover that challenges long-standing gender stereotypes. The script they crafted highlights the contradictions women face in construction, such as being labeled “bossy” for leadership or “hysterical” for showing emotion. It flips the narrative, asserting that every act of creation, from drawing blueprints to welding bridges, is a testament to strength, skill, and passion.
The Collaborative Process
Creating this video was a deeply collaborative effort. Our team at Left Lane worked closely with WOS, who provided a loose shot list and the impactful voiceover script. Filming took place over two days at Sheridan College and The Masonry Training Facility, along with additional on-location shots that brought the narrative to life. This hands-on approach ensured that the final product was not only visually stunning but also deeply aligned with WOS’s core values and mission.
The choice of locations was deliberate, showcasing environments where learning and growth are paramount. Each scene was designed to resonate emotionally with the audience, reinforcing the message that women have a rightful place in construction. The result is a beautifully crafted video that tells a story of resilience, determination, and community.
Transformative Storytelling
The transformative power of storytelling lies in its ability to connect people emotionally. The WOS video does just that, igniting a sense of pride and empowerment among its viewers. By showcasing the challenges and triumphs of women in construction, the video not only elevates the voices of its subjects but also invites a wider audience to reflect on their perceptions of gender roles within the industry.
Our commitment to purpose-driven storytelling shines through in this project. We understand that a video is not merely a promotional tool; it is a platform for change. This video serves as a rallying cry for women and gender diverse individuals, encouraging them to break through barriers and claim their space in construction.
