General Shale
Brand Spot
Our biggest build yet.
General Shale, America’s largest producer of brick, has been one of my most consistent, longest‑standing clients, and over time we’ve grown together alongside ARO Inc.
We started with short “how‑to” videos about thin brick, then moved into host‑led pieces and eventually full‑scale campaigns. Our latest project? Easily the biggest yet: six full sets built side‑by‑side, each one with its own personality and style.
I'll never forget standing on set that day...
I looked around at six massive builds all lined up and thought, “Wow, we’ve come a long way since those thin brick how-to videos.” It was one of those moments that makes you realize how much a collaboration can grow.
Of course, it wasn’t easy. We had to shoot everything in a single day, which felt insane at times. But my friends and art team on set, Charity Honeycutt and Blake Waring, crushed the builds, the crew showed up strong, and with a little luck, we pulled it all off.
This is a partnership built to last.
By now, General Shale and ARO feel less like clients and more like longtime friends. We’ve traveled the country together, tackling all kinds of projects and creating work we’re genuinely proud of. Here's to many more adventures together!
