Opportunity
As schools increasingly deprioritize hands-on education, shop class has quietly disappeared from many curricula. At the same time, industries that rely on skilled trades are facing growing labor shortages, and younger generations are losing access to tactile, real-world problem solving.
Idea
Reframe the trades not as a nostalgic relic, but as a critical pathway to creativity, confidence, and future opportunity. The campaign positions making as a form of thinking, and hands-on learning as essential, not optional.
Execution
Developed a concept-driven campaign spanning film, photography, and design. The work centered on the act of making itself, highlighting process, imperfection, and physical engagement in contrast to increasingly digital-first education.
Directed visual storytelling across mediums, creating a cohesive system that could live across social, film, and experiential touch points. The tone balanced advocacy with emotional resonance, aiming to reconnect audiences with the value of working with their hands.
Role
Led the project from initial concept through execution. Defined the creative direction, research and cross disciple collaboration, shaped the narrative, and creative directed production. Combined direction, design, and visual storytelling to maintain a consistent and intentional point of view throughout.
Impact
Solved a business problem media dollars couldn’t. By shifting from product marketing to cultural advocacy, we positioned Metabo HPT as a brand invested in the future of the trades, not just the tools.
The work expanded Shop Class Foundation’s reach by 300% and activated a new generation of Makers where they already build their careers. Over 240M impressions, a 71% increase in search, 2x gains in awareness and consideration, and a measurable lift in retail sellout, all without matching the spend of category leaders.
Synopsis
In five minutes of research, you'll discover that our country has a critical shortage of skilled tradespeople on the horizon. The clear routes to those jobs simply are not there anymore. By partnering the Shop Class Foundation, Metabo HPT used their platform to do something truly radical: advocate for young people.
Credits
ACD AD: Patrick Dougherty | CW: Zach Boyd | ECD: Jason Stinsmuehlen | CCO: Chris Graves | EP: Sascha Peuckert | Prod: Ann Truong | Dir: Sam Cadman | ProdCo: Hey Wonderful | ProdCo: Sherwood Productions | Acct: Paige Kontra | Acct: Morgan Stuchly | SrPM: Yumi Tamashiro | DirConPro: Sam Walsh | BA: Janet Anderson | CultureDir: Lindsay Calabrese | JrAD: Gabe Bori
Awards
2026 AMERICAN ADVERTISING AWARDS
SILVER ADDY WINNER, Internet Commercial - Single Spot