Gerber More Than Ready campaign

Gerber needed to introduce a line of multifunction tools that were not only targeted at the remote oudoors enthusiast, but also the home DIY-er. With limited time to capture more on-location footage, a solution needed to be found that could be set in studio but rooted in the outdoor enthusiast's needs.

The plan came to life using stop-motion photography to augment the :30 on-location video. Common uses of the tool came to life in set builds, while the tools acted out common uses. Since hand tools are small and often covered by the operator's hand, this also allowed the full tool to be shown in the creative.

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