Behind The Curtain: Why AKS Chose Chaos

“Said nobody ever…
AKS: Why don’t we embrace absolute chaos and make it our daily content strategy.”

That comment showed up under one of our videos recently.

And honestly?
It wasn’t wrong.

From the outside, it probably looks like chaos.
Games, jokes, challenges, and segments that don’t look like traditional trade content.

People laughing, people competing, and people doing things that don’t look like “marketing.” All fair—but that’s the part you’re supposed to see.

And if that’s all you see, then the curtain is doing its job.

Step Behind the Curtain

The chaos is deliberate. The comedy is designed and the games are built to do something very specific—Engage.

AKS didn’t wake up one day and decide to be loud for the sake of it. We didn’t choose games because we ran out of serious ideas, or humor because we didn’t know how else to explain our products.

We chose these formats because attention comes first.

Locksmithing is a skilled trade with real depth. It’s technical, precise, and unforgiving when you get it wrong. But none of that matters if someone scrolls past before the lesson ever lands.

So we flipped the order.

Instead of starting with information and hoping people stick around, we start with engagement. We start with something familiar, entertaining, or unexpected—and once we have your attention, we use it to teach something real.

That’s the part most people don’t see.

The games aren’t the point. They’re the doorway.

Chaos earns the attention. Education is what we do with it.

Keys On Down The Road

Within the four universities I attended for my educational degrees, I never once met a student who was actively working as or looking to become a locksmith. To me this industry was completely invisible…and oddly in some ways, since being enveloped in it, I partially understand why. The people who hold the keys, who have the tools and the knowledge to literally break-in practically anywhere are both highly necessary, and very exclusive. It’s very much a closed circuit. Its sort of like an assassins guild with a much less sinister—yet still dangerous skill set. Put the tools in the wrong hands, and the moral compass flips from hero to villain faster than you can spell “Wichita.”

But the problem for me was invisibility. You see…whether it be my particular interests, hobbies, and career background…or perhaps my unusual upbringing and life experiences, two things that I simply can’t fathom without fear or the burning desire to shake things up—silence and invisibility. So as I stumbled into this new era of learning and this new career path into a world i never knew existed, I had no idea what exactly I was going to do… but I knew one thing for certain— it was going to be BIG and LOUD!

In this wondrous locksmith world of OZ, I was the scarecrow…searching for new thoughts, new challenges, new insight, and new ways to feed my mind. How many others out there are like me, never once even realizing this world existed? How many conversations do I hold now with people outside of the industry who have no idea what the heck I’m even talking about? Also, if my job is to direct the marketing and advertising—to define and present the voice, the image, the culture, and the narrative of this industry, perhaps we start by choosing to be more seen and heard in a way that isn’t dangerous, but invites people into our little world and shows how awesome it is and can be.

Creation Meets Courage

Ambitious little me stepped into my role here at AKS with a camera and microphone in hand, ready to ask questions, conduct interviews, and document everything along the way. My right-hand man, James was a very talented graphic designer with a background in design and print. He was quiet, shy, and though incredibly skilled—hadn’t yet stepped forward with much voice or insight. So, as fate would have it, that was soon to change.

James now has created and built his own software to assist in weekly promotions and has created some of the most unique AKS branding for products, deals, swag items for giveaways, tradeshows and more. He has started participating in our web series, polishing his acting skills, and letting his personality shine right alongside his talent. The lion behind the curtain found his roar—because AKS and the locksmithing industry as a whole has a presence and a voice that needs to be heard. The stories, the knowledge, the community as a whole—from tradespeople to distributors, production to marketing—we all have stories to tell, lessons to share, and knowledge to pass on to the future of this industry.

Showcasing The Heart Of The Industry

Recruiting the right talent is a necessary part of growth, so James and I immediately knew we needed to find the addition sign that would complete our equation. Someone who could bridge the gap between our creative styles and hold their own in a fast-paced industry with even faster-paced marketing demands.

Ivan, a young, fresh energy with a quick creative brain, a close eye for detail, and a love for film was the perfect addition. With him now on the team, we were able to capture every moment and document it in a way that far outshined most of the camera phone filmed product demos out there circling within the locksmith communities. We added cinematography, lighting, sound and voiceovers, original scripts, clean graphic designs and with all of this, we were better able to tell the stories…that of AKS, its staff, and its customers…the locksmiths who drive this industry forward, one key at a time!

We spotlight the learning moments, the birthdays, anniversaries, the wins and the struggles…all helping to tell the story many would never truly get to see. With Ivan, nothing important slips by unnoticed—if it happens, it matters.

There’s No Place Like Home

At American Key Supply, family is a key ingredient to what we do and how we do it. So, in that regard, we operate like a family would. We all work together, across every department to serve our customers and move the needle forward. Data and Marketing here work closely together to ensure all our products and pricing are always correct, our sales and promotions polished, and to offer suggestions, corrections, and new ideas along the way.

Cerise, another young face in our company with a sharp mind, a quick wit, and a knack for much more than data—showed great interest in learning more. From learning to how to pick a lock with a Lishi tool, to pinning IC Cores, to creating marketing concepts, and also exercising her acting muscles in all of our games, web series, and videos—she has become our own little Dorothy. Curious, excited, willing to learn, grow, and explore. Turns out, the most important part of the journey isn’t how far you go — it’s having a place worth coming back to.

Noise and Color and Wonder, Oh My!

Though the magic, or chaos as it may seem, of what we do really needs no explanation—I’m going to give it one anyway. What may seem like absolute ridiculousness, make one question “How does this help to sell products?”, or even “What the heck is AKS even thinking?”—is meant to do something much grander.

Our daily posts on social media are designed to keep locksmiths picking locks without their tools, keeping their brains, eyes, and wits active even off the job. “Locksmith Lore” shares facts and mysteries from the history of locksmithing. While puzzles like “Key-riosities”, “Find the Error”, or “The 5th Keytail” are designed to have locksmiths share their knowledge of items, tools, and a quick eye for detail, while also helping bridge the gap between customers and distributors. Locksmiths typically are problem solvers by nature and love challenges, big or small. So these daily puzzles are just ways to keep engagement and communication going, while challenging our own knowledge and skills as well—creatively.

Fun and silly game shows and web series like “Keyed-In with Ryan”, “AKSN News at Noon-Thirty”, or “The Laughsmiths” serve a whole other purpose. They unite our staff and our customers, and allow us to all have fun, laugh, and be a part of the story. Since the adaptation of these monthly filming’s, we have had staff members who were quiet, shy, and refused to be on camera, come out of their shells and take part in all the fun—operating as a family unit, a team, and building relationships. Potential new hires come into our facility all the time and immediately share their enjoyment for the shows and fun things we produce. It not only brings us together as a team, but it makes others want to join our team.

When our locksmith customers visit AKS to pickup orders, attend our training classes, or just to say hello…they know us by name, run up to me to ask me trivia questions or ask to pose for a photo. We use these connections to further fuel our creative engines, and if they are around when we are filming, we interview them so they can share their business and their stories, and we involve them in the fun wherever and however we can. Solidifying that our family isn’t just within AKS, but it’s the entire locksmithing community as a whole.

None of these exist just to be funny. They exist to make locksmithing stick. To give it light, warmth, humor, and fun. So yes—it’s noisy. It’s colorful. It’s strange.
But like any good journey, once you follow the yellow brick road far enough,
you realize the magic isn’t the spectacle—it’s the family you meet along the way.

-Ryan Barbin, AKS