DeWalt needed a powerful way to unveil their latest line of cordless jobsite power tools, something that would go beyond a standard demo and leave a long lasting impression for the annual leadership event hosted in Nashville.
The goal was to create a high-energy, immersive brand experience under the concept 'Born Tough' that showcased the tools in bold and engaging format, in advance of the PBR Bull racing event to come.
We activated the campaign around a custom stage setup, using projection mapping to transform a concrete surface into a dynamic, construction-themed environment. Working on the the development of the concept, I started to explore language and visual themes to build concept narrative and amplify excitement leading up to the event.
Born tough speaks to the leaders of DeWalt, the products, and the PBR riders wearing the Brand Mark. Born tough is a badge of honor that is earned through challenge, and speaks to the character of those that wear the mark. Language Sub themes of 'Leading the Charge', 'Breaking Through' and 'Making the Cut' were then used to make messaging more personal, targeting sub sectors as well as inspiring visual imagery for the show. Imagery for the event highlighted users of the product as champions as well as the products themselves, building a sense of community around the brand eco system.
The experience captivated the audience, turning a product launch into a visually-driven narrative. DeWalt received excellent feedback, and the event successfully positioned the brand as an industry leader pushing the boundaries of innovation
Nathan Nutley - Animation
Nash - Compositing
