The shearer
This CG product film was created to launch Tooletries’ newest product, The Shearer. The film and suite of stills were created to highlight the premium quality and unique features of this technical product while capturing the essence of this design-focussed Australian brand.
Process
The creative team at Tooletries wanted to highlight the care and thought that had been put into the design of The Shearer while also demonstrating that this is a durable and highly functional product that can be relied upon for regular use. With that in mind, our approach played with the contrast of a minimal and elegant design aesthetic with, high energy, kinetic shots of the product in action.
Our process began with a playful and broad design exploration, finding interesting angles to view the product and unique moments of kinetic motion that could punctuate the piece. Working with the creative team at Tooletries, we refined a set of winning ideas and expanded on these to build the cohesive flow of the final edit.
While the Tooletries brand stands out because of its core yellow and hexagonal elements, we wanted to approach this piece using the more monochromatic and minimal aspects of the brand. Simple compositions with dramatic lighting keep the design details of The Shearer front and center and demonstrate that this is a premium product that will sit well in any setting.
More than just a product film, we wanted to provide Tooletries and with a suite of assets to support their product launch. Shorter edits, isolated motion loops and a suite of premium stills were all created as design assets that could be flexibly used by their creative and marketing teams.