WHAT’S GOING ON IN THERE?
Ever drive past one of the many warehouses or industrial buildings in New Jersey and think, “What on earth is going on in there?”
Yeah, us too.
From the outside, they’re just big, boxy rectangles — the kind you spot from the highway and never give a second thought to. But inside? There’s often a story worth telling: family-owned companies, incredible craftsmanship, cutting-edge technology, and people whose work keeps New Jersey — and the world — moving.
That’s what sparked our latest creative venture: “What’s Going On In There?”, a new video series produced by Mint Advertising and distributed by ROI-NJ. It’s a behind-the-scenes look at the Garden State’s most fascinating warehouses, manufacturers, and makers — the unsung heroes of our state’s economy.
A Passion Project
Like a lot of Mint ideas, this one started as a small internal side project. We’d been talking about how much we love seeing the inside of our clients’ operations — the machinery, the energy, the people — and how nobody else ever gets to see that.
As Eric Schoenfeld, CEO & Co-Founder of Mint Advertising, explains, “We get to see inside so many client facilities, and it’s always fascinating — the craftsmanship, the scale, the stories. But we realized most people, even other business owners, never get to experience that side of New Jersey industry. We wanted to open that world up to everybody.”
So, we grabbed our cameras and hit the road.
What started as a fun creative exercise quickly became something much bigger when ROI-NJ — New Jersey’s best business news outlet — saw the first cut and jumped on board as our official distribution partner. Together, we’re rolling out 12 episodes over the next 12 months, sharing each story with ROI-NJ’s audience of more than 22,000 subscribers and beyond.
Episode 1: World Wide Metric
The series kicks off with a visit to World Wide Metric in Branchburg, NJ — a family-founded company that’s been “keeping the world flowing” since 1970.
What began as a small ship-repair outfit in Brooklyn has evolved into one of the nation’s leading suppliers of metric valves, flanges, fittings, tubing, couplings, expansion joints, and gaskets. They serve the maritime, industrial, and energy industries — with inventory that ships globally to customers ranging from major cruise lines, shipping companies, auto manufacturers, and even the Hoover Dam!
We met with their team, toured the warehouse, and got an inside look at how a family business built on grit, precision, and global relationships became a behind-the-scenes powerhouse despite being an hour from the nearest shoreline.
It’s an inspiring reminder that world-class work happens in our own backyard — and most people drive right past it every day without realizing it.
You can watch the full episode now!
Why We’re Doing This
At Mint, we’re always looking for stories that connect with people. And there’s something uniquely satisfying about shining a light on the businesses that don’t normally get the spotlight.
These aren’t glitzy tech startups or shiny retail brands. They’re the hard-working companies that keep supply chains moving, make the parts that make other things possible, and quietly power our economy.
“What’s Going On In There?” is about celebrating that — the spirit of New Jersey industry, the people running the machines, and the fascinating stories hiding behind unassuming warehouse walls.
And because we believe in making creativity accessible, we’re producing the series AT NO COST to the featured companies. This isn’t an ad. It’s a chance to tell your story in a fresh, human way — and to share it with thousands of engaged business leaders across the state and across the country.
Want to Be Featured?
If your business manufactures, fabricates, assembles, or distributes products right here in New Jersey — or if you know someone who does — we’d love to hear from you.
Participating is simple, quick, and (we’ll say it again) COMPLETELY FREE. All you have to do is tell us you’re interested, and we’ll take it from there.
Visit mintadvertising.com/wgoit to apply.
We’re especially looking for unique, family-run, or under-the-radar operations — the kinds of places that make people say, “Wait, that’s in New Jersey?”
The Road Ahead
So the next time you’re cruising down Route 22, the Turnpike, or 287 and pass another one of those massive buildings, you might just find yourself wondering what’s happening inside — and now, you’ll know where to find the answer.
“What’s Going On In There?” is produced by Mint Advertising and distributed by ROI-NJ.
Follow along, watch new episodes as they drop, and see what makes the Garden State’s business community tick.