Showcasing the durability of the equipment
Emphasizing that these tools and cases are professional grade was key to all the shoots. The videos demonstrate the equipment in scenarios contractors would be familiar with and also showcase the rough treatment and conditions common to worksites.
Taking the time to find the right locations
Both brands wanted to showcase their equipment in the field. MZ scouted worksite locations, reaching out to local builders and touring several options. It was important to find sites that were in the correct stage of construction to illustrate each tool and tool bag option. We used a mix of employees and models for cost efficiency.
Shoots resulted in multiple videos
Between tricky lighting in worksites to weather concerns, MZ took the time to find the right way to showcase each tool and tool bag. Shooting products in applications and locations allowed us to produce a large variety of videos, demonstrating each benefit while keeping viewer interest.
Establishing a Look
MZ was able to utilize common graphic design elements to give the videos a look and feel that remains consistent across shoots. Specific features, such as GreenBrite technology, which emits light 400% brighter than the traditional red laser levels, were also highlighted in visually interesting ways. Because Johnson Level embraces the time and manpower-saving benefits of laser level technology, their laser customers are more efficient and more profitable on every job they perform, which was an important part of the story to convey.
Meticulous attention to detail
Location shooting requires a lot of focus—realistic backgrounds, just the right actions and context to showcase both the bag and tool advantages, and ensuring the models had that right look to be believable as construction workers. Over the last several years, MZ has been able to bring both the Johnson Level and CLC Work Gear story to life in an authentic way.