Metabo HPT: Get To It

My Contribution
Branding → Concept → Writing → Creative Direction → Production → Final Execution

I developed the campaign idea and creative direction, wrote the tagline, then led the work from concept through production and final execution on real job sites with real tradespeople.

Power tool advertising is hard to tell apart. Rock music, product beauty shots, and a collection of benefits that often say more about the brand than the people actually using the tools.

Metabo HPT wanted to reach a different audience: people who use tools for a living. So we decided the work needed to look and sound like their world, not like another polished tool commercial.

I developed Get To It as a creative platform rooted in the reality of the job site. We brought cameras into active work environments, working with real tradespeople and embracing the texture, movement, unpredictability and ingenuity of the work itself.

I shaped the visual language and creative system, then led production across film and photography, ensuring the idea remained consistent as it scaled across social and brand channels.

From the initial insight to the finished work, I was involved at every stage: strategy, concept development, creative direction, writing, visual development, production, on-location direction, photography, film and final execution.

The result was a more authentic representation of the brand and its audience, built around a simple message that tradespeople could actually get behind:

Get To It, with Metabo HPT.

Business Impact

The work gave Metabo HPT a more distinctive and credible voice in a category crowded with conventional tool advertising, strengthening the connection between the brand and the people who actually use its products.

The industry took note, too. The cinematography style we pioneered has since become prevalent in power tool advertising. A compliment, if you ask me.

Credits

Awards

Platinum MarCom Award — Video/Film Product Marketing