MASTER CONTROL SYSTEMS
MAKE IT AMERICAN

[Industrial - Master Control Systems] Based in Chicago, Master has been manufacturing in the US since they were founded over 60 years ago - including their physical location, labor, engineering, proprietary software, and even parts. But they weren’t allowed to ‘officially’ call themselves American Made due to government red tape.

Until now.

With the new NEMA Certification 70901, they became BABA (Build America, Buy America) compliant - and ready to let engineers and contractors know that ‘waivers’ are now a thing of the past for fire pump controllers.

Our job was to develop creative that would both showcase the new certification - but also highlight their rich history, innovation and workforce - all in a succinct 30 second spot that could play at trade shows, before meetings, and reach a broad net of engineers and contractors.

What does being made in America mean? Technically, it’s an esoteric calculation of labor and parts - but that’s an equation, not a feeling.

Developing the story, we were looking for ways to enable echoes of Americana to reverberate through the story - complementing Master’s journey, but not exclusively defining it. To show what Master is about as a company alongside this game-changing certification. And to give audiences a chance to connect with their people-first ethos.

Using real workers from Master gave the piece a grounded authenticity, and when paired with a lean, thoughtful voice-over - gave audiences space to connect with the deeper themes of what it means to be a manufacturer in America.

KARL STELTER: Master’s journey in the industry began in the 1950s with Bill’s father, and we wanted to pay tribute to him in the opening shot with just how far they had taken the company. The vision his Dad had, and that he continued to realize with his innovations and work ethic through the years.

And I wanted the audience to feel the work through decades of schematics evolving into 3D renderings and into reality. I wanted to reflect the continual innovation and evolution of Master through constant camera motion and transitions. And I wanted to reveal a bustling factory one part, one worker at a time - all core pieces in how a small manufacturing company thrives.