THE ASK
Relaunch and revitalize Craftsman, an iconic American brand with a strong following.
We tapped into an existing fan base eager for content and repositioned Craftsman as a lifestyle brand. This allowed us to create new content streams that capitalized on the brand’s nostalgia while igniting interest with fresh content, swag and giveaways.
PARTNERSHIPS AND COLLABS
We teamed up with Discovery Channel’s Fast’N’Loud crew, created custom swag and captured lots of fun content featuring Craftsman tools in the gas monkey garage. I designed tshirts, stickers and pint glasses that we used as giveaways on social media.
CONTENT STREAMS
We created multiple streams of fun content series, from dogs to Valentine’s Day videos to children’s holiday promotions. I concepted content series and art directed numerous photoshoots for CRAFTSMAN social media pages.
HOLIDAY CAMPAIGN
From Craftsman holiday sweaters, to kids’ toys, to a 75 lb wreath made entirely out of wrenches, we created a holiday campaign with lots of merry and tons fun giveaways for our viewers.
A CRAFTSMAN holiday video we created for the 2019 holiday season.
My Role: Senior Art Director // Copywriter: Josh Nitzschke // Creative Directors: Frances Beuche, Ari Garber