Stanley Black & Decker 2012 Video Annual Report

The Movie is Better than the Book

Stanley Black & Decker’s story could write itself. The company’s remarkable performance in the marketplace demonstrates continued success, matching their commitment to achievement (such as holding the record for the longest consecutive annual & quarterly dividend payments among industrial companies listed on the New York Stock Exchange—an impressive feat).

But even when a book is a great read, it’s never quite the same as the movie.

As Tribe’s CEO and Creative Director, I approached this changing digital landscape with similar goals to those of past projects: to connect on a human level with our viewers and to demonstrate emotional momentum.

Emerging Markets: Ensemble Cast

Meanwhile, a big story was developing over at Stanley Black & Decker—a global transformation was well underway, affecting the design, build and distribution strategies in every growth and emerging market worldwide. That news was Tribe’s story to share in the 2012 “Stanley Black & Decker: Year-In-Review” video annual report. Our challenge was to capture its epic nature, while demonstrating the tangible elements of SB&D’s strategy.

However, not to be over-looked was the chapter on the team of exceptional people SB&D had in place. From design to manufacturing, sales and distribution, this team was already working across divisions and building new organizations around the world.

I quickly realized we needed to connect with this large cast of employees around the globe to infuse our story with humanity, integrity, and sincerity.

This would pose an immense production challenge.

Global Filmmaking

In order to execute such a voluminous concept, Tribe would need to conduct 18 interviews over 11 shoot days, filming in 5 cities in 4 different countries.

I was able to direct all the executive interviews at Stanley Black & Decker’s strategy conference in Key Biscayne, Florida, as well as supervise post-production.

By utilizing our extensive video library of SB&D footage from previous Tribe productions, we would save costs without sacrificing story for the Brazilian, European, Asian and North American markets. But the new design center in Pune, India, major operations in Shanghai and Suzhou, China, and a central hub distribution center in Dubai, UAE, would all add tremendous value to SB&D’s story of emerging markets.

So I called in reinforcements.

While SB&D’s impressive global scale is unmatched in their industry, Tribe, too, is a global player thanks to the International Quorum of Independent Motion Picture Producers (IQ); a network of our trusted partners from 69 distinguished film production companies of which I am currently President.
IQ member Sebastian Cardemil, based in Quito, Ecuador, directed the global productions and oversaw post-production graphics. Common Communications Co. Ltd. in China, Alchemy Films in Dubai, and Nomad Films in India were all enlisted for the production as well.

Presenting: The 2012 SB&D Online Year-in-Review

When all of the footage arrived in the editing room, Tribe’s final challenge was to grant SB&D’s request that the video be “seamlessly experienced on mobile and tablet platforms to reach today’s readers.”

I arrived at a new, creative organizing strategy in order to keep audiences engaged and to deliver our story in a mobile-friendly package: tell SB&D’s story in four parts. The 2012 Stanley Black & Decker Year-In-Review was now instantly accessible and able to be shared.

Tribe’s four films are prominently featured and ready to be launched from the home page. Each video in this series tells the story with intelligence, thoughtfulness and passion, without ever using a narrator.

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