Freedom Flooring Brand Story
A brand story film capturing the heart behind a Lancaster County flooring company built on trust and service.
Freedom Flooring is a family-owned flooring company based in New Holland, Pennsylvania, run by two brothers, Gary and Darwin Hurst. In an industry that keeps pushing toward bigger, faster, and cheaper, they exist to do the opposite. They slow down. They care about the end result. And they treat every customer's project like it's as big a deal to them as it is to the homeowner.
The challenge wasn't the quality of their work. It was that no one could feel the heart behind the company before they showed up in person. Most people shopping for flooring are at the tail end of a remodel, exhausted, and guarded from past experiences. Freedom Flooring's whole approach is designed to rebuild that trust, but a potential customer would have no way of knowing that until they walked through the door. They needed a way to communicate who they are, not just what they do.
We started where we start with every client: listening. We sat down with Gary and had a real conversation about why Freedom Flooring exists. Not the elevator pitch. The actual story. Where he came from. Why he left teaching. What frustrates him about the flooring industry. What it felt like to leave a steady paycheck with a young family and no guarantee that this thing was going to work.
We used the StoryBrand framework to structure the story around the customer's experience, not Gary's resume. The customer is the hero. They're exhausted, overwhelmed, and not sure who to trust. Freedom Flooring is the guide: the company with the empathy, the expertise, and the plan to make the whole process feel easy again. That framework shaped every decision we made in the film, from what questions we asked in the interview to how the final edit was structured.
This project was focused on brand story and photography, not a visual identity overhaul. Freedom Flooring already had a solid logo and brand presence. Our job was to capture the story and the people behind that brand in a way that matched the experience customers have when they actually walk through the door. The brand film and photography give Freedom Flooring a visual library they can use across their website, social media, and sales materials to build trust before the first conversation ever happens.
The brand story film runs just under four minutes. It opens with Gary naming the problem head-on: flooring is one of the last things in a project, and by the time people walk through the door, they're exhausted and guarded. From there, the film moves through Gary's origin story, from teaching high school to taking the leap with Darwin to start their own company. It walks through their step-by-step process, from the first greeting in the showroom to the follow-up call after install.
The emotional center of the film is a story Gary told us in the interview about a woman whose husband was in the hospital and needed a floor installed the next day so he could come home to a wheelchair-accessible house. They did the job the next day. They did it for free. That story wasn't scripted. It came out because we asked the right questions and gave Gary the space to talk about what actually matters to him.
While capturing interview footage and B-roll for the film, we were also pulling stills for photography. One shoot day, two deliverables. That's by design. It's how we keep production efficient and make sure our clients get the most out of every hour we spend together.
"This project is a big deal to our customers. They want to have a home that they're proud of. They deserve to have a company where the project is as big of a deal to the company as it is to the customer."
On seeing the finished film:
"This is top notch! Very well done!" - Gary Hurst, Co-Owner, Freedom Flooring LLC
"We were very impressed by your work. We really liked that video. Some people were a bit skeptical about how it would turn out, but after watching, we were very impressed. You guys were very good. You didn’t ruin the flow of anything — you just kind of got the clips you needed. Gary was very happy with it." - Meckenzie, Freedom Flooring LLC
Freedom Flooring didn't need a flashy marketing campaign. They needed someone to sit down, listen to their story, and turn it into something that communicates who they are before a customer ever walks through the door. That's what a brand story film does. It takes the feeling someone gets when they meet you in person and puts it on screen so it can work for you around the clock.
If your business has a story worth telling but no way to tell it at scale, that's exactly the kind of problem we solve.
Book a discovery call and tell me about the business and who you serve.
I build the strategy, run the shoot, and deliver the full edit plus the cutdowns.
You walk away with work your sales team sends in every follow-up email.
A creative studio in Lancaster County, Pennsylvania. Brand films, photography, and design for family-owned manufacturers, outdoor structure companies, and trades businesses.
Narrative film work lives at Stump & Root Films.