01
Tools on black
Every product turned slowly on black with nothing else in frame, so a roofer can read the mechanism and everyone else can see that somebody cared. The stills were shot the same way, with hands in for scale.
The idea
Seamers, benders and roll cutters for standing-seam roofs. In-house engineering, in-house assembly, a hundred and thirty distributors, and an energy level no spec sheet can carry. So the content was not allowed to be a spec sheet.
Craft first: the tools, close up, doing the thing. Then the place they come from. Then the people, who include an engineer with a car stripped to its bare frame and a yard to drive it in.
02
The workshop
The tools are made where the photographs were taken. No set was built. The brick, the pegboard, the drawers of parts and the dark sheet metal on the bench are all theirs.
03
The roof
A standing-seam roof is the product's natural habitat and a surprisingly good set: one material, straight lines, a horizon. The person is there so you can see the seams are big enough to lie down between.
04
The yard
Behind the factory there is a yard, and in the yard there is a car with no body panels. Frame, cage, engine, four wheels. It belongs to the R&D side of the company, and nothing says through the roof like a stripped chassis doing donuts in the autumn leaves.
The result
A brand film, a full set of product photography and turntable video, a key visual and a website, all made in the company's own workshop, on its own roof and in its own yard. It took a Silver at Adwards, in Craft, the category that judges whether the thing was made well.
Credits
Agency — WRONG Digital
Creative direction — Oskars Cirsis
Client — Buschmann Tools, Riga
Car — Buschmann Tools R&D, uninsured for this purpose