Prairie Field Services engaged Bolin Zwieg to develop visual storytelling to attract qualified mechanics and drivers in a tight labor market. The work needed to honestly capture the day-in-the-life of oil field hauling: demanding work performed by people who take genuine pride in a craft most of the country never sees.

Bolin Zwieg conceived a campaign built on a foundational contrast: the sweeping romance of Wyoming's western landscapes versus the gritty, exacting nature of oil field work. The team conducted ride-alongs with mechanics and drivers to experience that reality firsthand. What emerged was a portrait of quiet dignity, the kind of pride that comes from doing a job exceptionally well, regardless of who's watching.

The campaign positioned Prairie Field Services workers as modern-day cowboys, an honest extension of Wyoming's enduring archetype rather than a marketing gimmick. The campaign, deployed across email and digital channels, achieved Prairie Field Services' recruitment goal in less than two months.

Messaging
Digital Ad Campaign
Email Campaign
Photography
Video Production