Overseas Hardwoods Company
Eighty percent of the trailer flooring market, and a broker quoting against it. Two films that say the thing an incumbent never says out loud.
Eighty percent of the market is a target on your back
Overseas Hardwoods has owned platform-trailer flooring since 1970 — around eighty percent of it for the better part of three decades, on a fingerjointed plank they hold the patent on and proof-load test one at a time. Market share that size does not read as an advantage to a buyer. It reads as a category standard, and a category standard is something a lumber broker can quote against.
Substitution never has to be better. It only has to be next to you, with the word "or" in front of it.
Say the thing the incumbent never says out loud
The original RLT promo was shot in the 1980s. Rather than replace it, the story was rebuilt: the same claim, re-argued for a market that has forgotten why the plank exists. Still in the lead, no plans to quit.
The second problem was the coating line. OHC and TimberTown run one of the most impressive pre-coating operations in the country and were explaining it by hand to every new lead. Filmed properly, the tour goes further than the tour did — the camera gets closer than a visitor is allowed to stand.
The work
Two films, both shot in Stockton, Alabama. One defends thirty years of category ownership in the trailer market. The other turns a factory floor into something a specifier can watch before the sales call instead of after it.
No reported outcome yet. The body of work is the proof.
Your market looks like this too.
Same claims, same photography, same brochure. The difference is whether anyone can tell you apart before they read the price.
Source copy — the old Squarespace site, pulled 19 Sep 2026. Verbatim. Reference for writing, not site copy.
OHC Transportation — /work/rlt-by-ohc — Mar 29, James Burniston
Description: When you hold significant market share in your category, it's easy to get complacent. Overseas Hardwoods Company has cornered the wood trailer market for the better part of 3 decades, with about 80% of the market share.
But, as new products and lumber brokers look for ways to undercut their value, it was time to retell the story of the product that set them apart. We took their original promo video from the 1980s and revitalized it to tell a new story: we are still in the lead and never plan to quit.
Objective: Celebrate the innovation and market dominance Overseas Hardwoods Co. has held within the wood trailer category for the past 30 years.
Scope: 🎥 3 person crew · 🌞 2 shoot days · 🌎 1 location
Tags: ohc
ProCoating by OHC — /work/procoating-by-ohc — May 28, Ben Roberts
Description: Have a hard time explaining your manufacturing process? Wish you could give everyone a personalized factory tour? That's how Overseas Hardwoods Company and TimberTown felt too.
They have one of the most impressive coating lines in the country, but explaining it to each new lead was a challenge. So, we came to Stockton, AL and let them explain the process to us, then filmed it.
Now, everyone gets a personalized tour and can see the advantages with their own eyes. In fact, our cameras go more in-depth than any tour could!
Objective: Showcase the capabilities and process of OHC's new ProCoating line to help them gain new inquiries and long-term customers.
Scope: 🎥 3 person crew · 🌞 3 shoot days · 🌎 1 location
Tags: ohc timbertown
Images from the old Squarespace site. Pulled 19 Sep 2026, URLs read from the rendered DOM. Film stills from the work page galleries, captioned project — client, location per art-direction canon. They stay hosted on the old site's CDN, so they break if that site is switched off.
OHC Transportation — /work/rlt-by-ohc — 31 images
ProCoating by OHC — /work/procoating-by-ohc — 22 images