When Tools Deliver, Stories Write Themselves.
Client: Bosch Professional Accessories Role: Art Direction Agency: Saatchi & Saatchi
Tools are only as good as the results they deliver. For too many craftsmen, that promise falls short. With Bosch Accessories, we set out to change that narrative – positioning Bosch as the partner that truly has artisans’ backs.
We went straight to the source: real craftsmen. We asked how they work, what gets in their way, and how Bosch gear helps them raise their game. Their answers became the heart of our online documentary series – raw, honest, and filmed right on the job. We shared their stories across YouTube and every social channel that matters, including our own Campaign Hub, where we dove even deeper into their journeys.
Instead of the usual product beauty shots, we put the accessories to the test –showing them in action, where craftsmanship is real and results speak for themselves. This cross-media campaign made one thing clear: with the right tools, anything is possible.
Giving Old
Boards New LifE
IG Wilkinson is a true jack-of-all-trades. When he’s not crafting hats, he’s in his workshop near the wild Cornwall coast, rescuing old surfboards from being forgotten. Every board gets a second life – restored, reimagined, and ready to ride again. For IG, it’s not just about fixing things. It’s about giving stories a new chapter.
No Limits,
No Boundaries
Meet Matthew Banks master carpenter with a wild imagination and a passion for turning the unwanted into something unforgettable. From recycled furniture to jaw-dropping festival stages, his unique style and 'anything is possible' attitude shine through every project. Always on the move from site to site, his tools have to keep up with his way of working – versatile, reliable, and ready for anything.
Every Job Covered
Martin Edwards is a travelling master craftsman and avid surfer, raised on the rugged coast of North Devon. As caretaker of Pickwell Manor, he knows just how much work an old house can demand – every day brings a new challenge. That’s why having one tool for every job isn’t just convenient, it’s essential. Whether he’s fixing ancient beams, restoring old floors, or catching a wave after work, Martin relies on gear that’s as adaptable as he is.
Getting tough jobs done
Boat work isn’t easy – scraping, repairing, and modifying takes real grit. But for Bas, tough jobs are just part of the day. With Bosch’s carbide reciprocating saw blades, it doesn’t matter if it’s wood, metal, aluminum, or steel – Bas cuts through it all. No fuss, no slowdown. He gets the hard stuff done – faster, cleaner, and with zero compromise.
A VISUAL CONCEPT
THAT PORTRAyS
THE bEAUTY of craftmanship.
The campaign was more than just beautiful films – it also included a full-scale product communication rollout across digital and print media for markets worldwide.
I didn’t just develop the core design principle; I also created the brand guidelines used in over 52 countries. All campaign visuals followed the same look: raw, authentic, and hands-on. Real tools, working hands, no gloss, no gimmicks – just honest craftsmanship, front and center.
