What better way to show off your incredible new battery technology than to take a power tool to a remote location and then use it on the toughest materials? Well that’s what we did when the concept devised by McCann Eriksson came in.
DeWalt are a leading international tool company and part of the Stanley group. Our job – get everything to the middle of a forest in the Peak District and shoot the spectacle which was cutting one of the toughest timbers, ash, with a battery powered table saw. The great reveal when the the cut was complete would be a big pull out to reveal that the whole thing had been happening in an extremely remote location. Primarily we would stay fairly tight on the initial stages to increase the drama of the final reveal.
We worked alongside the account, art, and creative departments from McCann who also shot the B camera on the day. After the shoot was complete, McCann took the rushes and completed all post their end ready for the content to be seeded on to the campaign platforms.
Now, how much do we want one of those table saws?!