Ritchie Bros. wanted to capture the story behind a major retirement dispersal in Grande Prairie, where a longtime equipment owner was selling approximately 200 pieces of equipment as part of his retirement.
Rather than simply promoting the auction, the goal was to create a customer-focused story that gave context to the scale of the sale and the person behind it.
2 Rivers Creative handled the on-location production and post-production for the story.
The finished film gave Ritchie Bros. more than coverage of a large auction. It turned the retirement dispersal into a human customer story that connected the equipment, the seller, and the significance of the event.
The piece helped showcase both the scale of the auction and the trust customers place in Ritchie Bros. when handling major equipment sales, while creating an evergreen story that could be used across digital and marketing channels.
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