Sears Craftsman – Edge
60 Second Direct Response commercial

“Granite Challenge”

Agency: Havas Media Direct

Produced in NYC as part of a holiday campaign, this is one of TimeLine’s many collaborations with Sears Craftsman.

The aspirational workshop was built from the ground up in an empty soundstage in Brooklyn, allowing us to brand the space with Craftsman’s vast selection of storage and tools.  High-speed camera work was utilized to accentuate the cutting power of the Edge tool.

 

The graphic treatment was designed and executed by TimeLine and set the look for future Sears Craftsman DRTV creatives.

Originally produced in Standard Definition to meet pre-HD national standards.

 

Technical:

Editorial:  Final Cut Pro

Motion Graphics: Adobe AfterEffects

Deliverables: HD Broadcast  National Standards