A Day in the life of an Arborist
Part of a revamped campaign aimed at the Professional market for STIHL. Historically the creative was very staged, showing pristine tools next to models in pristine workwear. I wanted to give Professionals something they could connect with and to relate to. I wanted to show real people, doing real jobs in real environments.
A number of key professions were targeted and real professionals were sourced. To give the campaign a little more life, professionals who use their tools above and beyond the norm, like Anne Marie, were also sourced.
To accompany the print campaign, a 'day in the life' video was shot and hosted online to create additional interest and content.
Creative Direction
Concept