How One Video Helped Reignite Purpose

Case Study: OFS Tenwek

In a fast-paced corporate environment, it’s easy to lose sight of the deeper purpose behind the day-to-day grind. But every now and then, a moment comes along that re-centers a team, reminding everyone why their work matters. For OFS, that moment came in the form of a story—told through video.

A Purpose-Driven Partnership

OFS, a national furniture manufacturer with headquarters located in southern Indiana, is known for its values-driven culture. OFS partnered with JLS Collective to produce a short film that spotlighted their contribution to a cardiothoracic center in Kenya. The project—highlighting the work of Tenwek Hospital—was originally intended to honor the collaboration between OFS and a faith-based nonprofit doing critical medical work abroad. But it became much more.

“The Tenwek video created by JLS Collective brought a powerful sense of purpose to our national sales meeting,” said Aaron Estabrook, Senior Director of Digital and Communication Strategy at OFS. “It reminded our team why we do what we do, highlighting the real-world impact our efforts can support beyond the business.”

Video as a Culture Builder

Unlike traditional corporate content, the Tenwek film wasn’t made for external marketing or lead generation. Its goal was internal: to tell a story that would uplift, unite, and inspire. And it worked.

Unveiled during OFS’s national sales meeting, the video served as a cinematic reminder that the work done in southern Indiana has ripple effects halfway across the world. By focusing on human dignity, healing, and generosity, the film connected daily work—furniture, logistics, design—to a much bigger narrative of service.

“The story resonated deeply and created a meaningful moment of connection across the company,” Estabrook shared. “Since then, we’ve seen a noticeable lift in morale and engagement, fueled by the inspiration that comes from being part of something bigger.”

Why This Matters

In today’s business landscape, internal culture is no longer a “nice-to-have.” It’s a differentiator. Companies with strong morale and a clear sense of purpose see higher retention, better performance, and deeper buy-in across teams. And storytelling—especially through film—has the unique ability to reinforce that purpose in a visceral, emotional way.

The Tenwek project wasn’t just a film. It was a mirror. A reminder. A heartbeat.

Want to Inspire Your Team?

At JLS Collective, we believe stories have the power to spark purpose—and purpose drives performance. Whether you’re celebrating a milestone, highlighting impact, or simply reminding your team why their work matters, we’d be honored to help bring that story to life.

Let’s create something that moves people. 

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