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Anthemic Storytelling For A Brand Refresh
Connecting To New Communities

Porter Cable

Porter-Cable is a power tool manufacturer a part of the Stanley Black and Decker family. They are known for pioneering portable tools for the do-it-yourself person. Their tag line, “Tools To Live By” is rooted in their brand mission to help users live on their own terms. 

As part of their 2021 marketing, they formed a strategic relationship with Tractor Supply Co. to reach a new audience. Research concluded that the two brands shared overlaps in audience values, making partnership a logical choice. The two worked together to release content, marketing the partnership and Tractor Supply as a destination to shop for the brand.


Content Production

The Challenge

The Unconquered team produced, directed and post produced both a video and photoshoot as part of a larger brand refresh. We created the overall vision for the anthem piece while using a voice over that was provided to us as a guide. Our work included creating the visual storyline as well as the art direction of the video and photography. As part of the brand refresh, we crafted a visual story rooted in Porter-Cable’s belief in hard work, self-reliance and getting the job done right. Our end goal was to reach a new audience through the Tractor Supply partnership, while creating using anthemic storytelling to root Porter-Cable’s brand values and mission. 

We chose locations the tools would normally be used in while ensuring they remained authentic to our intended audience. We used home renovation sites and farm situations where the do it yourself mentality is fully embraced. 

To maximize the budget, we shot photography and video on the same sets. We strategically scheduled talent and scenes so our teams could work independently, while also occasionally coming together to capture content for key moments and applications. In the end, our approach created an archive of photography, in addition to campaign hero imagery, and an anthem video with cut-downs across a range of different edits and lengths. Get in touch with our team of production experts  for consultation.