News Australia content agency Visual Domain has pushed production boundaries for Milwaukee Tool’s latest ‘Forever For The Trade’ campaign, deploying crews up to the top of electrical towers and down into trenches, filming in extreme weather conditions to show Milwaukee tools in action.
Created in partnership with News Australia’s in-house creative agency Roller, the work builds on Visual Domain’s six-year relationship with Milwaukee, representing its most ambitious production collaboration to date.
“The combination of Roller’s creative vision and Visual Domain’s production expertise has allowed us to bring Forever For The Trade to life at a scale we haven’t achieved before in this market,” said Milwaukee Tool head of digital and brand marketing, Ayman Harrak.
“This work shows our tools where they actually live, in the hands of professionals doing essential work in challenging conditions. It’s an exciting evolution for the brand as we continue to grow in Australia.”
The work includes a 30-second TVC and supporting assets capturing authentic moments that reflect the pride and demands of professional trade work, with content tailored to electricians, plumbers, metalworkers, carpenters and mechanics.
“Milwaukee Tool trusted us to deliver something genuinely ambitious and that meant taking production to places most campaigns wouldn’t go. This shows what’s possible when brands partner with a production team that has the expertise and resources to match their vision,” said Visual Domain general manager creative production, Chantelle Love.
The campaign is now live across out-of-home, digital, radio and social.
Credits:
Client: Milwaukee Tool
Head of Digital & Brand Marketing: Ayman Harrak
Brand Marketing Manager: Jacqueline Murray
Creative Services Manager: Nikola Toyama
Brand Manager: Joden Crothers
Production Company: Visual Domain
Head of Production: Chantelle Love
Head of Client Services/Client Lead: Alana Soste
Production Manager: Meagan McKay
Director: Jonathan May
Executive Producer: Aislinn Lowe
Assistant Producer: Matthew Tamsitt-Pedrochi & Stephania De Nicola
Director of Photography: Dan Proud
1st AD: Cameron Watts
Still Photographer: Will Hartl
Editor: Scott Guy
Creative Agency: Roller
General Manager: Taylor-Lee Selby
Creative Lead – Copy: Jack Davies
Creative Lead – Art: Patrik Angyal
Designer: Matthew Leung
Media: EssenceMediacom
