A Brand for the Bold
Brand Campaign
Brand Campaign
TV / Streaming
Social
Web Design
In-Store
Long-Form Content
Made for America
A Brand for the Bold
Real grit. No actors. Just the toughest people on American soil and the tools they trust to get the job done.
Client
STIHL
Released
May 20, 2025
Timeframe
8 Months
Project Type
Brand Campaign
Key Highlights
Brand Anthem Web Experience Testimonial Films Pyrotechnics Sky Diving Knolling Photography
Made for America
Overview
How do you make a statement with one of the most respected tool brands in the country? You hand the mic to the people who rely on it. Made for America was built around real pros — firefighters, smokejumpers, loggers, ranchers and arborists — people who know what it means to work hard, sweat harder, and trust the tools in their hands when everything is on the line.
We created an unfiltered visual world that trades polish for proof. Shot on-location, covered in dirt, and framed with a cinematic edge, this campaign redefined what grit looks like in the category.
Made for America
The Challenge
STIHL is a powerhouse. But they were missing an opportunity to own their legacy. It was time to move away from the expected and give the brand back its edge. Time to remind customers that STIHL is the name real workers reach for when the stakes are highest.
Made for America
The Solution
We built a compelling platform around everyday heroes. Not actors, not shiny new tools — just badass pros in their natural habitat, doing what they do best. Through eight character-driven profiles and a hero spot, we gave audiences a rare look inside the lives of wildland firefighters, smokejumpers, arborists, and more.
Made for America
Made for America
Go Big or Go Home
We don’t just make campaigns — we build momentum. Below, you'll find the numbers that mattered and the strategy that drove them. This work didn’t just meet the brief — it raised the bar.
Showstopping locations across the country over a seven-day shoot
A new look set the stage for the future of the brand
Modern-day heroes brought the brand story to life
