ABS Asphalt-Beton-Service: social media, recruiting videos and a website for a road-milling company

A milling company works where hardly anyone looks: often at night, on closed motorways, with machines that remove asphalt by the tonne. That work is impressive – but nobody outside the industry ever sees it.

ABS wanted to change that and, above all, become visible as an employer: for machine operators, truck drivers and everyone who loves big machinery.

We go out to the site. On the A7 motorway we filmed and photographed the milling machine, the Bobcat and the team – from the ground and by drone. That becomes reels and image films for Instagram and Facebook, complemented by animated clips in which the machines break apart into their components.

In parallel we built the new website: dark, with lots of moving image and a clear path to applying. And because ABS advertises in Hansa Rostock's Ostseestadion, we also designed the animated LED perimeter board for it – as a ticker with the message “Wir fräsen den Weg frei” and as a drawn milling machine driving once around the pitch.

One consistent presence: the same message, colours and imagery on every channel – from the reel to the website to the stadium board. You recognise ABS instantly, everywhere.