“Musicality of Tools” Makes Global Corporation’s Brand Video Really Sing

Hammers, hinges, and hacksaws may not be the most naturally melodious instruments in the world; nor are the facts and figures of a multinational company’s annual report the most exciting reading. If, however, you have an ear for branding companies using video like Tribe Pictures does, you hear a symphony in all of these tools and numbers.

Stanley Black & Decker, a global industrial company with over 40 brands and thousands of products, presented Tribe with a challenge: produce a creative corporate branding video to introduce their Annual Report and Year in Review investor relations website. Kate Vanek, VP of Investor Relations, knew she wanted something different and only demanded one thing: “We want ‘Wow’!”

Orchestrating One Company’s Connection to Us All

Tribe’s CEO & Creative Director Vern Oakley envisioned a film to showcase how the company’s brand touches every part of society. This film, entitled “Symphony,” asks us to stop and listen—from a different angle—to the sweet harmony of Stanley Black & Decker products that are integral to our daily lives. From automated subway doors in China to the socket wrenches that build airplanes to infant monitoring systems, Stanley Black & Decker surrounds us in a “symphony of life.” Vern found a language to give a new perspective on these products and services–a more human and personal way of seeing construction equipment, industrial products like power tools, doors, and storage devices, and even security monitoring services. Steve Block worked with him to develop the strategy for the film’s branding message and implementation.

A Single Brand Film for Six Continents

Inspired by Stanley Black & Decker’s ubiquity across six continents, “Symphony” was a strategic and creative opportunity to stretch Tribe’s global legs for a global client. Felicia Jameson and Chris Holt, the team that planned and produced all location photography, knew how to shrink the globe from Tribe’s business video production base in Chatham, New Jersey. They called upon our international tribe, including award-winning director and cinematographer Michael Spindler from Switzerland, and several members of IQ–the International Quorum of Motion Picture Producers–for filming in China, Latin America and Europe.

The story of collaboration behind the production of this brand film for Stanley Black & Decker speaks further to the company’s far-reaching effects on people’s daily lives all over the world. And because this company brand film was made with such a concept in mind, not only is the international theme cost-effective because it can be disseminated anywhere, but it prompts the audience to think about things much larger than them, and how Stanley Black & Decker connects a commuter in Shanghai to a mom of a newborn in Minnesota.

How Can Technology Enhance Corporate Video Messaging?

To capture both the tiny details and the global scale, you need state-of-the-art technology, like the Phantom Gold HD camera that can capture over 2,000 frames per second. This impressive video tool was used to create the stunning slow-motion footage of Stanley Black & Decker tools in action. Tribe’s most veteran editor—or should we say conductor? —Ray Quaranto made it all come together into its final symphonic film form–an artful blend of picture, sound, music, and narrative.

A Soundtrack for Those Who Make Their Mark upon the World

Of course, this creative corporate overview video concept demanded absolutely had to have a killer soundtrack score to highlight the musicality of tools and equipment, while capturing a sense of human accomplishment and purpose. Future Perfect, the gifted music composers and sound designers located in Santa Monica, California, contributed their interpretation in their original score.

So, Was Our Video an Investor Relations “Wow”?

“Goosebumps,” confirmed Kate Vanek, commenting on her response to the film. Tribe delivered the “Wow” she had hoped she could show to Stanley Black & Decker’s many current and future investors.

For more information about how an award-winning corporate brand video like “Symphony” can promote your corporation’s identity, please check out Tribe Pictures brand films.

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“It’s one thing to understand the role of video in business communication, it’s another to know how to use video to solve actual business problems. Vern Oakley gets that.”


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