Strong tools.
Strong spirit.
01 | The Films
02 | The Concept
A Brand Story about higher expectations.
For more than 100 years, 3M has designed industrial abrasives specifically for the metalworking industry. These abrasives products are built to withstand the toughest metal, in the toughest conditions, with everything at stake.
Metalworkers have thrived in this industry for generations, and routinely perform rigorous, demanding jobs that require precise handling of tough and often dangerous metals.
The values that define the metalworker are the same values that define the brand.
We created these films with an aim to capture the raw essence of the metalworker’s values. The films tell the stories of people who, through their relentless pursuit of craft, continually innovate. People that need their tools to work as hard as they do.
People that need their tools
to work as hard as they do.
03 | The Process
We set out to visually represent the scale of these stories in an unobtrusive and authentic way and to bring them to the screen in an unaltered and visceral state.
Taking a documentary approach, we filmed workspaces, elements and people in their natural environment. To create a sense of momentum with our images, the camera is kept in motion, creating subtle parallax shifts to help depict depth and scale in our scenes. We shot with available light and never propped or modified placement of objects within a scene, all in effort to preserve the truth of these stories.
04 | The Results
AdFed | The Show
Gold Pin Recipient
300K+ Views
“The trades desperately need these types of testimonials mainstream.”
“Great video thank you the metal trades need more of these honest testimonials. And great products from the 3M company!”
“Serious kudos to the cinematographer.”