FedEx - Respect the Hustle

For small business owners, hustle is more than late nights and long hours. It’s their passion, courage, purpose and innovation. FedEx needed to show them that they share those same defining attributes—and that they respect the hustle. 

It was our job to tell that story through episodic content on YouTube, with each episode focusing on those defining attributes. To make it happen, we hustled just like the business owners we were spotlighting.  

We got scrappy—shooting four businesses in three cities with a skeleton crew. During the pandemic. We took 13 hour road trips. We zip-tied GoPros to stroller wheels. And we crafted stories that show the real faces behind every FedEx package. 

Agency: Trade School | Sr. Copywriter: Nathan Burns | Sr. Art Director: Liane Hunter | Executive Creative Director: Kevin Botfeld | Producer: Josh Coleman