Agency: The Canopy

Roles: Creative / Producer / Director

Project Type: Content / Commercial

Case Study:

Having worked on a lot of content and commercials for Technotronic Industries (holding company of Milwaukee Tools), I wanted to do something that took them out of the industry cookie-cutter approach to making informercial style product videos. The launch of their new M18 Fencing Stapler was an opportunity to do something a little more creative and make an ad that was more authentic and engaging for consumers. I found a compelling real user, sent him the product to get to grips with and wrote a narrative in a documentary style as to how the tool would fit into his workflow on a real job. We avoided the standard industry approach of motion graphics and product call outs and instead I fed him pointed questions so that he could tell viewers about the features and benefits of the product from his perspective. Shot across 2 locations in one day with a small crew.