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Sears Craftsman

Universal Wrench
60 second Broadcast Commercial

“Anything But Ordinary”

Agency: Havas Media Direct

Produced in NYC as part of a holiday campaign, this is one of TimeLine’s many collaborations with Sears Craftsman.
The aspirational workshop was built from scratch in an empty soundstage in Brooklyn, allowing us to brand the space with Craftsman’s vast selection of storage and tools.  The metal board with multiple fasteners was custom built to highlight the wrenches’ universality, and the demo was shot in one take.

The graphic treatment was designed and executed by TimeLine and set the look for future Sears Craftsman DRTV creatives.


Odivelas Technical:

Editorial:  Final Cut Pro

Motion Graphics: Adobe AfterEffects

Deliverables: HD Broadcast  National Standards