Tool guys don’t take themselves too seriously. It was time that tool advertising followed suit to break through the noise of the category.
Taking a whimsical approach, I wrote, designed, and directed two social videos that introduced the Paslode 21 degree framing system in unexpected ways. Highlighting product benefits while dramatizing the heroic nature of building, these two videos were the perfect way to get the attention of an oversaturated consumer base. They also won a Construction Marketing Award and Silver Addy to boot.
Responsible for: Concept, Copywriting, Art Direction, On-set Video Direction, Design.
Produced at SWBR in collaboration with Digital Feast.