Summary
Murdock’s Maintenance Advantage® coolers are built with 27 parts. A comparable competitor unit has more than 60. The difference shows up in the field, where servicing a Murdock unit takes minutes.
A real engineering advantage, and almost impossible to prove on a spec sheet.
We produced the content that proves it: two animations, two live-action maintenance videos, product photography, and renders of the service steps. One of the animations now runs among the hero videos on Murdock’s homepage.
The situation
Maintenance Advantage® is a design program, not a single product. It runs across Murdock’s range and rests on a claim a buyer can’t verify from a catalog: that these units are quicker and cheaper to service than the alternatives.
The people who care most about that claim are facilities managers and service technicians — the ones who will be lying on a floor with a flashlight two years after the specification decision was made. They are also the people a manufacturer’s marketing rarely speaks to directly.
Murdock came to us knowing they needed maintenance assets. We worked out the list together, then produced it.
The constraint
Five kinds of production at once
The maintenance work ran alongside the SpringH2O product launch in 2024, so a single engagement was carrying lifestyle photography, product photography, a commercial video shoot, a b-roll product shoot, and the maintenance sequences.
We scoped two shoot days rather than one to give each of those the time it needed. Even then it took careful planning — a schedule built so nothing got missed and no crew time was spent waiting on a setup that wasn’t ready.
A sound stage with no plumbing
The maintenance sequences needed running water. We were shooting on a sound stage, and there was no plumbing anywhere near the middle of the floor.
So we brought in a water barrel and a pump, and worked with Murdock’s engineering team to design a feed that would run two different bottle fillers — each with a slightly different service sequence. It worked exactly as planned, and the footage shows real water through real fixtures rather than a workaround.
What we made
• Two animations, including the cartridge and filter replacement sequence
• Two live-action maintenance videos, shot with the water feed rig
• Product photography across the range
• Renders showing the service steps on the bottle filler
• Annotated instructional stills for the product pages
Where it ended up
One of the animations runs among the hero videos on Murdock’s homepage, under the headline “The Key That Stands Up for the Maintenance Staff” — in the same rotation as Chasing the Dream and Without Limits, two MGI films we also produced.
The Maintenance Advantage landing page is built on the imagery, including the side-by-side comparisons a rep uses to win a specification against competitor units. A further video sits behind an email capture form as a lead magnet.
The filter replacement video is in the downloads library next to the submittals and installation manuals — on every product page the filter fits, which is where a facilities manager actually looks for it. On the product pages themselves, most of the carousel images are ours, including the lead image a buyer sees first.
And it travels beyond Murdock’s own channels. Independent distributors build their listings on the same assets — the renders, the photography, the in-situ composites, the maintenance infographics. Everything a buyer sees before adding a four-figure fixture to their cart, on a site the manufacturer doesn’t own.
Since launch
The homepage animation is still running. The maintenance content is still in the resource library, still on the product pages, and still carried by distributors.
And Murdock has commissioned more. Recent developments in how the bottle fillers are serviced mean we are adding new how-to animations to the library — same visual language, same conventions, built on models that already exist.
What we learned
The same shoot served two audiences.
Serviceability is a purchase criterion in this category, not an afterthought. Maintenance Advantage is a sales argument — the reason a specifier chooses Murdock over a competitor — and the comparison imagery, the branded infographic and the homepage placement all exist to make that argument.
But the step sequences and the replacement videos are for someone else entirely: the technician who opens the unit two years after the specification decision, who was not in the room when it was made, and who just needs to know which way the cartridge turns.
The same shoot fed both. The specifier gets proof of a claim. The technician gets instructions. Neither audience needed its own shoot.
What does your product need to prove?
Tell us where it's sold, specified and serviced, and we'll work out what each of those places needs to see.
Fifteen minutes to talk through what you're working on and what it needs.
Prefer to write it down? Send us the details →
CASE STUDY
Murdock Manufacturing
Maintenance Advantage® — content that wins the specification and supports the product long after the install
