Husky Tools crafts heavy-duty visuals

Voyager director Marcus Tortorici puts a range of cinematic tricks to use in the latest campaign for The Home Depot’s house brand, Husky Tools, via creative agency LERMA/. 

With cutting-edge visuals and relatable storytelling, the campaign exemplifies Tortorici’s ability to transform ideas into compelling narratives that resonate with audiences while celebrating the quality, innovation and range of offerings Husky provides.

"From the very first call with LERMA/, it was an explosion of creative idea, from the look and feel of the images to the specific sound design elements driving the spot's momentum,” shares Tortorici. “We had a lot of fun dreaming up ideas and the freedom to run with them was a blast. Our goal was to make each of these tools look and feel as powerful as possible, and I'm happy with how that was translated onto the screen."

The campaign unfolds through potential-filled narratives brought to life by precise, dynamic camera work and a meticulous visual approach. Tortorici utilized choreographed transitions, intricate lighting and the Bolt Motion Control system to create four unique spots in just three days. Using a combination of Scorpion cranes, fixed perspective hard mounts, POVs and probe lenses, macro close-ups of the tools captured the satisfaction of hands-on projects, showcasing the craftsmanship and attention to detail in each scene. The result is a visual narrative that elevates the tools as more than just objects but as an extension of one's skills.