CASE STUDY
CEL Critical Power — Repositioning a 50-Year Engineering Company for the Global Data Centre Market
CLIENT
CEL Critical Power
SECTOR
Engineering, Energy, Data Centres
SERVICES
Strategy, Brand Video, Recruitment Video, Industrial Filming, 3D Animation, Drone, FPV Drone, International Production
TIMELINE
2024–2025
The approach: credibility first, content second
Before a camera ever rolled, a full credibility audit was carried out on CEL’s website, messaging, and online presence — how CEL appeared to non-technical decision-makers, whether their experience translated clearly to data centre buyers, gaps between internal ambition and external perception, and what content would actually support hiring, sales, and growth. From that, a video strategy was prescribed to support CEL’s direction over the next several years, not just a single campaign.
The brand story: where CEL came from, and where it’s going
At the heart of the rebrand was a new brand story film, balancing CEL’s 50-year engineering heritage with their transition into modular power for data centres — a clear signal to future clients that this was a company built for the next generation of infrastructure. Calm, confident, senior tone, designed to resonate with decision-makers in engineering, construction, and hyperscale environments. This film became the foundation for CEL’s refreshed website and external communications.
Modular power content that actually sells
Recruitment at scale: 8 hero films for hiring
CEL planned to open additional factories in Ireland and needed to hire 50+ skilled staff in a competitive market. Eight high-end recruitment and culture films were produced, built around real people, real facilities, and real engineering work. Result: hiring targets were met, and the videos became core assets across recruitment, onboarding, and internal communications.
International execution: US factory launch, Virginia
In 2025, CEL expanded operations into the United States, needing video coverage for the official opening of their Virginia factory — attended by the Governor of Virginia and members of the U.S. Department of Defense. A US-based video crew was remotely directed from Ireland, managing shot lists, structure, and delivery. The final film was turned around in time for the launch and used as a cornerstone asset for CEL’s North American presence.
The result
This wasn’t a single video project — it was a long-term repositioning exercise, delivered through film. CEL now has a coherent video ecosystem aligned with their data centre strategy, recruitment content supporting real workforce growth, sales assets explaining complex engineering clearly, and brand films suitable for global audiences and Tier-1 clients.
For this business, this project defines the kind of work worth doing more of — helping complex engineering and infrastructure companies be understood and trusted faster, at moments that matter.