Olds was thrilled to create this brand content piece for Leatherman Tools, a company we have been fans of and relied on personally for decades. When Leatherman came to us with full creative direction and simply said "show us how you use it," we jumped at the chance. We designed a time-lapse style video shot on a motorized slider, panning rapidly left and right in fast, rhythmic motion, then slowing to a near stop each time a new tool on the Leatherman deployed. From there we moved to the workbench, using the multi-tool to open new gear and assemble our cinema camera rig, keeping the same kinetic shooting style throughout.
The goal of this film was to solve one of the core challenges of social media content: stopping the scroll before the viewer moves on. We engineered the speed-and-slowdown contrast specifically to trigger a psychological pause in the first few seconds, drawing the eye in before the viewer even realizes why. Beyond the hook, the deeper objective was to communicate the sheer functionality packed into a single Leatherman by letting the tools do real work on camera. By grounding the video in authentic, everyday use rather than a staged product showcase, we aimed to connect with the Leatherman community on a genuine level and reinforce what their loyal customers already know: this is a tool you actually reach for.
