JPW ARMORGLIDE CAMPAIGN LAUNCH
CLIENT: JPW Powermatic // ©Industrial Strength Marketing
SCOPE: Full awareness campaign ( Trade publication print + digital, product and lifestyle photography, long and short form videos for Youtube and social platforms, paid media, social, Amazon storefront assets, landing page, emails to support audience journey, and website assets) for a new surface technology called ArmorGlide that would on be featured on three existing machines: Table saw, Bandsaw, and Jointer.
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CREATIVE ART DIRECTION + VIDEO DIRECTION + CREATIVE PRODUCTION + SET STYLING + DESIGN
MOODBOARD
CONCEPT: COMMON SENSE SOLUTION
For years, woodworkers have been wasting time battling rust, waxing for better glide, and babying their cast-iron tables to make sure they stay at peak performance. Worrying about drops of sweat, being diligent about scrubbing sap or gunk…and don’t even think about getting your ice-cold soda near one of those tables. But what if there was a way to beat rust for good, or if you had a machine with a coating on the surface so it was as smooth as butter? At Powermatic, we looked at all of these problems and more, and the solution was common sense to us. Best of all, it just works.
INSPIRATION
SET DESIGN: In order to transform this space to feel more like someone’s personal wood working space the team pulled existing work tables, work carts, piles of wood, existing cabinets, older Powermatic machines, and chairs within the JPW Training Facilities to create this environment. We added in sawdust on the floor to suggest an active workshop, small trinkets, and old cleaning supplies.
INSPIRATION
LIGHTING: Wanting more warmer tones. We want it to feel natural clean, but warm especially with the location being very industrial and filled with cooler tones. Wanting to transform this space to feel like someone’s personal wood shop.
LIFESTYLE VIDEO
PRODUCT VIDEO
