Opportunity
In a category dominated by polished messaging and product-first communication, the reality of life on a job site is rarely reflected. The people doing the work are skilled, resourceful, and constantly solving problems in real time, yet most brand storytelling overlooks that truth.
Idea
Shift the focus from tools to the environment they’re used in. Position the job site itself as the stage, capturing the authenticity, unpredictability, and ingenuity that defines the work.
Execution
Created a content system built around real job site conditions, prioritizing immediacy and realism over polish.
Directed visual storytelling across film and photography, embedding the work within active environments rather than staged scenarios. The creative leaned into texture, movement, and imperfection, reflecting the pace and problem-solving nature of the job site.
Developed a flexible framework that could scale across social and brand channels while maintaining a consistent, grounded point of view.
Role
Led the project from concept through execution. Defined the creative direction, shaped the visual language, and creative directed production on location.
Worked across disciplines to ensure the idea carried through every touchpoint, maintaining both conceptual clarity and craft.
Impact
Created a more authentic and credible representation of the brand, aligning it more closely with the realities of its audience. The work strengthened engagement and reinforced trust by reflecting the world the audience actually operates in.
Synopsis
Power tool ads are hard to tell apart. Rock music and a bunch of benefits that only really benefit the brand positioning. So, when Metabo HPT approached us for a campaign, we knew it needed to look and sound different than the rest. Especially because this brand wanted to reach a unique audience; people who actually use tools for a living. So, we shot on a real job site with real workers and centered our message around a simple phrase that could speak to trade professionals, "Get To It, with Metabo HPT."
Credits
ACD AD: Patrick Dougherty | CW: Zach Boyd | ECD: Jason Stinsmuehlen | Prod: Joan DiSalvo / Adam Simmons | Dir: Mischa Meyer | DP Andy Catarisano | Edit: Mischa Meyer | Color: Gabe Sanchez | Prod Co: Group Thrpy | Accnt: Joel Dons / Morgan Turturici | Strat: Cliff Adams | Media: Rinku Mahbubani
Awards
Platinum MarCom Award - Video/Film Product Marketing