SF Tools, the world’s leader in heat shrink tools, was looking to rebrand from Shrinkfast to SF Tools. Understanding that their audience is very visual and actively consuming video, they looked for video to be an important component of the rebrand.
SF Tools was selected to partner with Granite River Studios based on their portfolio which includes a strong collection of company storytelling pieces.
Kent Rich, President, saw this as a great opportunity for SF Tools to penetrate deeper into the marketplace: “We have a great team of talented individuals who value the art of story but equally important, can combine the clean audio and high-quality visuals together in a creative way to educate and engage the viewer.”
Granite River was selected by Chuck Sink Link who developed the storyboards and wrote the content for the series. To maintain consistency, all the videos in the series had a similar look and feel with different applications depending on the tool being showcased.
The videos served to tell the SF Tools story while educating customers and showcasing the product in action. This series was based on the application of devices SF Tools manufactures. The location and on-screen elements were selected based on the application of each of the tools and who the target audience was.
The first one had a marina setting showcasing the ability to quickly and safely shrink-wrap a boat. It featured a highly qualified expert demonstrating the product. After the scripts and storyboards were approved to ensure technical accuracy, the footage was shot both in the field and in the studio. Additional assets were provided by 3 Ton Group based in Chicago. The footage demonstrated the powerful capability of the product. Voiceover and on-screen graphics shared the technical and safety information. Finally, a call-to-action led people to distributors for more information. GRS used the collected footage to produce a high-energy 1-2 minute piece using visuals, text, voice-over talent, and music.
The video is now a powerful asset in the SF Tools library that is used to promote the product on the website, through social, and with distributors. Please check it out below: