The “For Real Life” campaign was an effort by Leatherman to differentiate their brand from other manufacturers of knives and multi-tools who traditionally focus their marketing and branding lens to the survival, military and first responder audience. Leatherman wanted to be the multi-tool for everyone. They still embrace this brand philosophy. The copy on their home page captures the essence of the campaign:

“From everyday fixes to save-the-day moments, Leatherman equips you for your real life.”

Leading the creative team, we created the campaign and provided multiple creative services including campaign strategy, photography, video production, graphic design, web development, copy writing and project management. We shot and produced the below video, it serves as a highlight reel for the campaign.