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