Something Different

When imei CEO Tim Fussell asked us for something bold and different, we knew we had to push beyond the standard corporate video. Together, we created Under Construction — a sketch comedy series about the mayhem and mishaps of building and trades.

Unlike Network Disasters, which was tightly aimed at network managers, Under Construction was designed for a wider, public-facing audience — humorous, relatable, and still rooted in imei’s brand values of resilience, problem-solving, and connection.

Challenge

Communications companies aren’t known for comedy. imei needed a way to stand out in a market saturated with serious, technical messaging. The challenge was to create content that could reach beyond their immediate B2B audience while still reflecting the essence of the brand.

We asked: how do we make imei memorable not just to clients, but to anyone who encounters their content?

Our Approach

We started with a writer’s room of sketches built around the universal comedy of construction and tradie life. From short circuits to slapstick safety hazards, every scenario was drawn from real frustrations and exaggerated for laughs.

Our team:

  • Developed and pitched multiple concepts, choosing the strongest to develop further.
  • Wrote and rehearsed scripts with a cast of seasoned comedy actors.
  • Built custom sets in Sydney and filmed the series at full TV production quality, even though it would be distributed online.

The result was a polished web series that felt as sharp as broadcast television — but was free to reach audiences across YouTube and social channels.

Results

  • Premiered with a launch event at Event Cinemas Sydney for imei stakeholders and staff.
  • Rolled out on YouTube and imei’s social media, generating over a hundred thousands views.
  • Expanded imei’s visibility beyond their traditional B2B base, building brand affinity with a broader audience.

The sketches struck a chord. Zapped — a tradie short-circuiting his phone against a power box — became a favourite. The comedy was sharp, the look was premium, and the resonance was undeniable.

Why This Matters

Under Construction shows that even companies in highly technical sectors can win attention through humour and storytelling. By investing in high-quality comedy at TV standards, imei positioned themselves not just as a communications provider but as an innovative brand willing to take risks to connect with people.

At Resonant Blue, we believe that laughter is one of the most powerful ways to be remembered.