Stanley Black & Decker recently relaunched their iconic brand, Craftsman Tools and I was lucky enough to be a part of the team that brought their products to life.

Defining not only a creative concept that felt authentic and aspirational, but creating a content strategy that was responsible for creating video and photography content that served as national advertisements, lived on Craftsman.com, Lowes.com, social, e-mail campaigns and in-store signage at Lowes.

Due to the product availability and nature of the shoot, we shot all video and photography content in-studio, spanning a total of seven shoot days for 100+ products. I designed two sets that felt authentic to the brand, while also allowing us to capture video and photography content simultaneously.

Creative Direction: Krysten Brown
Senior Art Director: Whitney Keye
DP: Brandon Zebell
Photographer: Patrick Langlinais & Glenn Moore
Prop Stylist: Brie Neuman
Styling Assistant: John Stendrini
Set Design: Krysten Brown
Set Builder: Bayer Brothers
Editor: Kyle Sweeney, Andrew Hern
Wardrobe Styling: Krysten Brown
Producer: Adam Ketcham