Craftsman embraces new millenNIAl maker culture
The Craftsman brand had become outdated and was preferred mainly by older users. To make it more appealing to the new millennial maker culture, we took a unique and subversive approach, inviting them to join us and become a part of something big.
"Toolbox Vigilantes" proof of concept video for Craftsman
"Toolbox Vigilantes" merch for Craftsman