Tekton Films + Brand Development

Opportunity

We were asked to engage a national audience with a brand and philosophy that was disrupting the entire industry.

Approach

Tekton is on a mission to make the best hand tools you will ever own. By stripping away electricity and excess, they knew they had an elemental product that was best in class, but they needed people to know about it.

We dove into a really deep understanding of their philosophy, their brand and their audience to explore how they were doing it differently. What we discovered is a brand who put their philosophy at the center instead of their products. And we found products that didn’t have to cost more to be better. They were innovative, affordable and best in class.

With this clarity, we began interviewing leadership, staff, partners and customers. We built customer personas, identified brand principles, and created a voice for the Tekton brand that would expand their audience. Through our market research, we found that no one in the tool category was owning “the potential of human hands.” We built a campaign that pushed to inspire their audience to “get ideas out of their heads and into their hands.” We looked across the country to find stories of remarkable people who were living out this philosophy. Our team then used our experience in crafting stories to select 10 top stories out of the 100 that we had found. We collaborated with Tekton to narrow those stories down to three essential and unique individuals whose stories we filmed to create a moving campaign that would engage a growing audience and exemplify their brand.

Result

The result is an award-winning campaign that we continue to build on to this day. Tekton is Amazon’s #1 tool seller, and we might just be their #1 fan.

Restoring the Past

Since spending summers out on the lake as a child, Bob always knew he had a love for boats—specifically old boats. What started as a childhood hobby became a lifelong calling as Bob works obsessively to restore old boats so that they run better than ever. His passion for preserving the past creates for us a rich future.

Lost Angels

The odds were stacked against Aaron from a young age. Growing up in poverty, surrounded by violence and addiction, set him off on the wrong track. He found himself getting into a lot of trouble, but during a trip to rehab he discovered a passion for fixing cars that changed the trajectory of his life.

This passion led to curiosity about how he could use these skills in a bigger way. He opened an auto shop and started volunteering at a homeless shelter where he found so many kids who could use a hand. He wanted to give these kids what he didn’t have as a kid—purpose. Without a business plan or funding, he started inviting them into his shop and off the streets. This program grew into what is now The Lost Angels, a nonprofit that provides a safe and creative space for at-risk youth to develop lifelong skills and a brighter future.

Challenge Convention

Joey pushes himself to question convention as he creates things that people have never seen before. His disruptive and futuristic approach has led to extraordinary builds that challenge us to bring our ideas into the world.