THE PROBLEM

Milwaukee Tool’s product based video strategy failed to showcase Milwaukee as a full solution provider for trade professionals. Customers desired an authentic perspective on business owners that showcased the variety of tools used in the field, rather than a focus on a single tool.

THE OBJECTIVE

DRIVE CONVERSION IN THE PROFESSIONAL OUTDOOR TRADES WHILE SHIFTING FOCUS FROM THE TOOL TO THE USER.

For years, industry professionals have relied on gas powered outdoor power equipment. Battery and electric units, although available, have been largely ignored by professional users because of concerns over power, runtime, and battery maintenance. However, Milwaukee Tool has introduced an entire line of battery powered solutions to meet all commercial demands for the outdoor trades, including tree care, landscaping, general contractors, and lawn care.

Past product launches for the company made the tool the hero. Our goal was to make the user the hero, a process made possible by implementing Milwaukee Tool products.

THE APPROACH

CREATE A SERIES OF BRAND FOCUSED VIDEOS THAT INCREASE CREDIBILITY AND ADOPTION OF MILWAUKEE BATTERY POWERED EQUIPMENT THROUGH THE USE OF A USER-BASED DOCUMENTARY SERIES.

***CLIENT TESTIMONIAL* TURNED *BRAND DOCUMENTARY.***

The unique user experience in each of these videos leads the narrative. We elevate Milwaukee Tool’s brand by elevating the user and allowing space for their story to be told. We give a voice to the user, so that future customers can see themselves thoroughly represented.

Pre-Production Calls

Over the course of production planning, we use pre-production calls with the Milwaukee Tool Brand and Product Team, the user, and the production team to creatively align, plan shoot locations, and apply for necessary permits.

Run and Gun Crew

Our team is comprised of multi-faceted documentary filmmakers that thrive in fast paced environments. We have a director, director of photography, gimbal operator, and audio tech. This means we can run three cameras simultaneously while ensuring story evolution through consistent on-the-job testimonial capture.

2 Production Days

We capture all necessary content, including formal and informal testimonial, b-roll, and aerial video over the course of 2 consecutive days. This allows us to film the user in real-world applications that show the scale and intensity of the job.

Fast Turn Around

We work together to deliver videos that showcase honest testimonial, real-world application, and energetic sequences that show off the power, durability, and functionality of these battery powered tools. Delivery as fast as 1 week after production.