Ace Steel Supply
Video Production Plan and Filming Guide
Updated March 16, 2026 — Prepared by Ascend HR Corp
Executive Update
What's Changed — March 16 Update
This updated plan reflects the latest decisions from our March 16 planning discussion and supersedes earlier versions where timing, interview structure, or filming flow have changed.
Key Updates
- Filming date remains Wednesday, March 18
- Morning priority is staged warehouse / exterior / truck / drone coverage
- Interviews now begin later in the morning, after opening warehouse footage
- Interview approach is conversational, not rigid or question-by-question
- Recruiting-focused questions are de-prioritized for this shoot
- A second separate shoot is being discussed for Austin and Kimberlie's Next Gen Award video, targeted for Tuesday afternoon, March 24
Project Purpose
Primary Objective
Create a set of videos that help prospective customers understand why they should do business with Ace Steel Supply.
Core Themes
- Professionalism
- Operational capability
- Reliability
- Customer service
- Ethics and trust
- Clean, organized execution
Main Use
- New website launch
Additional Future Use
- Supporting marketing assets
- Sales follow-up / CRM
- Social content
- Internal brand support
Deliverables — Option C
Option C deliverables remain in place.
1
Website Hero Video
- 20–30 seconds
- Fast-moving, visually driven
- Minimal text overlays
- Designed for homepage placement
5
Supporting Videos
- 30–60 seconds each
- B-roll dominant
- Interview-supported
- Flexible for website, sales, and future marketing use
B-roll library for future internal and external use is included in all deliverables.
Filming Details
Filming Date
Wednesday, March 18
Production Window
8:00 AM arrival through approximately 4:00 PM
Location
Ace Steel Supply — 19408 Kenswick Drive, Humble, TX 77338
Weather Note
Exterior and drone coverage are weather-dependent. Dry conditions preferred for opening sequence and drone work.
Crew and Roles
Ascend HR Corp
- Rollis Fontenot III — Director / Producer / Lead Interviewer / Primary Camera
- Douglas — Second Camera Operator / Sole Drone Operator
- Amanda — Production Assistant
- Leah - Project Coordination / Strategy
Ace Steel Supply
- Kimberlie Henry — Primary coordinator for the day
- Maricela — Interview coordination support
- Bruce Margolin — Executive sponsor
- Stephen and operations team — warehouse staging and operational coordination
High-Level Production Flow
New Approved Production Flow
01
Step 1
Morning exterior + warehouse action + drone + staged truck movement
02
Step 2
Early operational interview near the line
03
Step 3
Mezzanine interview block
04
Step 4
Reception / logo interview block
05
Step 5
Bullpen and office activity later in the day
06
Step 6
Final pickups and wrap
Important: The day should begin with motion, scale, and activity. The opening warehouse footage is a major priority and should feel busy, staged, and high-energy.
Updated Shoot-Day Timeline
Wednesday, March 18
1
8:00 AM — Crew Arrival
Cameras and drone ready; Trucks and operations staged and ready to go
2
8:00–8:45 AM — Opening Warehouse Sequence
Golden-hour-style exterior / yard / arrival / truck movement; Begin key staged warehouse action coverage; Capture major "warehouse in action" sequence
3
8:45–9:00 AM — Transition
Prep for first interview
4
9:00 AM — Interviews Begin
Conversational, location-based interview blocks begin
5
12:30–1:00 PM — Lunch
6
Afternoon
Reception interviews; Bullpen / office / conference activity; Remaining B-roll and pickups
Allow approximately 20 minutes for major interview location changes. Reflect this in internal scheduling.
Warehouse Action Priority Sequence
This opening sequence is one of the most important parts of the shoot.
Goal: Create a "warehouse in action" visual with real movement and energy.
Elements to Stage
- Third-party trucks lined up and active
- Ace trucks entering and moving through facility
- One truck loading
- One truck unloading
- Processing line running
- Forklifts moving
- Warehouse staff in motion
- General activity visible across the floor
Camera Coverage
Drone
Main Camera
Second Camera
Where possible, use two cameras during this sequence for coverage redundancy and stronger edit flexibility.
Interview Approach
Conversational, flexible, and unscripted.
For the Production Team
- Interviews are conversational
- The question list is a guide, not a script
- One answer may cover multiple questions
- Some questions may not need to be asked
- Strong follow-up prompts may be more valuable than moving linearly
What to Tell Interviewees
- This is not a formal "interview" — it is a conversation
- Content is for the website and future marketing use
- They can restate answers at any time
- Editing will remove mistakes or awkward pauses
- The goal is to make them feel comfortable, not scripted
Interview Scheduling Update
Because of the number of interviewees, the focus should be on strong, usable answers rather than trying to force every question on every person.
Guidelines
- Prioritize the website/customer-facing purpose
- Reduce or remove recruiting-focused questions for this shoot
- Use a smaller number of strong prompts per person
- Let conversational follow-ups shape the final sound bites
Timing Guidance
Per Answer
Roughly 1.5 to 2 minutes per usable question answer
Per Person
20 minutes is workable if questions are limited and flow stays conversational
Flexibility
Some interviewees may require less time; some may naturally run longer
Interview Location Strategy
Final direction from the latest discussion.
Primary Interview Locations
- Mezzanine
- Reception area with Ace logo visible
- Slit line / production floor
- Driver by truck (for driver only)
Preferred Setup by Person
- Most staff: seated on mezzanine
- Bruce: standing in reception area in front of the Ace logo
- Kimberlie: likely standing in reception area as well (saves move/reset time)
- Stephen: standing near the line
- Driver: standing by truck
If using chairs, avoid swivel or reclining chairs. Seated on mezzanine helps reveal more of the background. Black chair in reception is acceptable if needed, but standing may be simpler and faster.
Leadership Interview
Bruce Margolin — Interview Questions (Ace Steel)
Guide questions only. Rollis will ask conversationally and may not ask all of them.
- For someone who may not be familiar with Ace Steel Supply, how would you describe what your company does and what you specialize in?
- When customers choose Ace Steel Supply instead of another supplier, what makes the biggest difference?
- What does great customer service look like here, and how do you make sure your team consistently delivers it?
- When customers work with Ace Steel Supply, what can they rely on from your team?
- When someone visits this facility or sees your operation in action, what do you hope stands out most?
- What do customers value most when choosing a steel supplier today?
- How do ethics and accountability show up in the day-to-day work of your team?
- If someone is considering working with Ace Steel Supply for the first time, what would you want them to know?
- What role does your team play in maintaining the reputation Ace has built with customers?
- If you had to summarize Ace Steel Supply in one sentence, what would you want customers to remember?
Add-On — Bruce Only
Atlas Signs Testimonial Questions
These questions are separate from the Ace Steel Supply website content and should be captured briefly during Bruce's time on camera.
- What led Ace Steel Supply to choose Atlas Signs for your signage and branding work?
- What has your experience been like working with the Atlas Signs team?
- How has the signage Atlas created helped improve the visibility or presentation of your facility?
- If another company was considering working with Atlas Signs, what would you tell them about your experience?
Departmental Interview Guidance
Categories and prompts — not scripts.
Core Prompts for Most Team Members
- What do you do here and how does it help the customer?
- What does quality mean in your work?
- What is one thing customers can always count on from your team?
- What does great service look like at Ace?
Department Examples
Sales / Customer Service
How they guide customers and prevent issues
Operations / Dispatch
How orders move from request to delivery
Receiving / Inventory
How material is tracked and organized
Processing Line
How precision and consistency are maintained
Packaging / Shipping
How orders are checked and prepared before leaving
Final Approved Shot List
Exterior / Arrival
- Exterior of Ace building and sign
- Ace trucks entering facility
- Third-party carriers lined up
- Front office entrance
- Customer view approaching and entering building
- Will call signage
Warehouse / Material Flow
- Truck backing into dock
- Crane unloading master coil
- Coil staged for production
- Coil weighed on scale
- Blade Runner line running
- Material moving through machine
- Packaging line
- Banding, skidding, tagging
- Finished skids staged for shipment
- Forklift loading skids onto trailer
- Driver inspecting and securing load
- Truck leaving facility
Additional Production Areas
- Trim Reaper
- Chopper / cut-to-length line
- Sheet movement and warehouse activity
- Inventory staging
- Wide warehouse overviews
- Warehouse activity from bullpen stairs
Office / Customer Experience
- Reception area and greeting
- Bullpen activity
- Phones, computer work, staff collaboration
- Command Central / will call interaction
- Forge / conference table conversation
Douglas — Drone Operator
Drone Coverage Plan
Drone Priorities
- Exterior establishing shots of full facility
- Truck movement and yard organization
- Overhead warehouse action during staged movement period
- Wide operational scale shots
- Safe overheads where allowed and practical
- Cinematic rise / reveal / pull-away shots
Important Note
Most office and close operational footage should still be captured with standard cameras, not drone. Drone is for scale, movement, and broad perspective.
B-Roll and Office Strategy
Important Update
Bullpen should be filmed later in the day so all staff can be present. Office and will call activity should be captured with standard cameras.
Reception and office visuals are important because they reinforce professionalism and help differentiate Ace from typical industrial competitors.
Bullpen Timing
Film later in the day to ensure full staff presence
Camera Assignment
Office and will call captured with standard cameras, not drone
Strategic Value
Office visuals reinforce professionalism and differentiate Ace from typical industrial competitors
Review and Delivery
Post-Production Process
- Footage will be ingested and organized immediately after filming
- First drafts prepared as quickly as possible
- Review handled through Vimeo
- Feedback should be consolidated into 1–2 rounds
B-Roll Library
The B-roll library will be shared through Google Drive with limited stakeholder access.
Additional Separate Project
Second Shoot — Participants
- Kimberlie Henry
- Austin Reynolds
Purpose
Next Gen Award video submission
Concept
Show progression from the prior building / environment to the new Ace facility.
Current Target Date
Tuesday afternoon, March 24
Editing Note
This content is expected to be submitted raw or lightly prepared, as the receiving organization will do their own editing.
Immediate Next Steps
01
Internal Timeline
Kimberlie to revise and reissue the internal timeline and interview prep notes
02
Ascend Review
Ascend to review the revised timeline and provide final comments
03
Vendor Coordination
Ace to finalize truck/vendor coordination and any needed release forms for third-party vendors
04
Interview List
Confirm interview list and final sequencing
05
Warehouse Staging
Confirm warehouse action staging details for the opening sequence
06
March 18 — Go
Proceed with production at 8:00 AM arrival time