Versacut
2 minute Direct Response commercial

“Performance”

Agency: Lockard & Wechsler Direct
Director: Tarquin Cardona

Following the success of Sears Craftsman’s “Bolt-On Tools” Campaign, in which products sold out in mid-November for the holiday run, TimeLine Video secured Positec Tool Corp.’s DRTV production for two of their biggest brands- Rockwell and Worx.
 
For Rockwell’s handheld power tools, the Sonicrafter X2 and the Versacut, TimeLine built a custom workshop in the Westchester area. This space became a playground for the handy spokesman to show off the versatility and power of the featured products, exemplified by an overhead jib shot of the Versacut ripping through plywood.

 

 

The spot also allowed TimeLine to show off our 3D vision, with a CAD of a standard circular saw transitioning into the compact but still powerful Versacut.  TimeLine crafted :120s for each product, with :60 and :30 cutdowns.

 

 

Technical:

Camera: RED Epic

Editorial: Final Cut Pro

Motion Graphics: Adobe AfterEffects CC 2014

Deliverables: HD Broadcast National Standards