Milwaukee®
Tools.

Working with Maxim Communications, Milwaukee needed a USP campaign for a trade show that could later be cut down for social, without a single frame of live-action photography. Every tool was built from supplied CAD data, then lit, rendered, and comped in-house, from the MX FUEL power station to the M18 polisher, all under a very tight schedule. The work was a balance of realism and speed: each tool had to read convincingly — knurled grips, moulded housings, batteries that look like the real thing — while staying efficient enough to hit the deadline. From there, each film could flex from a longer show piece to a short social cut without losing the thread.

The look had to follow what came before — the masculine red-and-black brand language, hard light, a tone that matched the existing Milwaukee world. Within that, the films leaned on more abstract devices to carry each USP: highlight passes, echoes, spinning product carousels, and camera moves that get closer than a product shot could. The key USPs were handled as typography built into the scenes themselves — sitting in the 3D space rather than laid over the top, the text could lead the eye to the point being made while keeping the whole visual language cohesive. Holding to one look across all four meant the films read as a single campaign, and let them move through modelling, animation, and grade in parallel to land as one body of work inside three weeks.