Leatherman “Tool Tales”
Background: Over the years, Leatherman has received thousands of real stories from people across the globe and they've come to call them "Tool Tales."
The stories run the full gamut from harrowing to humorous, to literal life-saving moments or just people who saved-the-day in their own special way.
Idea: We dug through Leatherman’s archive of stories to find the best-of-the-best Tool Tales. Then we conducted interviews with people about their stories
and crafted artistic, surrealist, (and low-budget) first-person narrations to bring Tool Tales to life.
☝ The produced videos were often followed up with ☝
👇 the actual fan-submitted content from their Tool Tale 👇
BTS Content + Press Pickups
Tools Tales were shot as a “oner” — a long continuous single-shot and some Leatherman fans wanted to know how we did it, so we showed ‘em.
Outdoor outlets also loved covering these life-saving stories and interviewing the real people behind them.
A Yearlong Campaign
We created hundreds of “Tool Tales” which were posted x2-3 a week for 11 months. Some were filmed recreations or fan-submitted videos,
others were static image posts, BTS, GIFs, archival footage, and more — all shared across Meta (Facebook & Instagram) + X (Twitter).
Some Tool Tales coincided with purchasing & gifting occasions like spring break,
Father’s Day, wedding season, back-to-school, and more.
Homepage Takeover + UGC Submissions
The campaign hub where people could see all the Tool Tales or submit their own through a UGC overlay.
Here’s a few screenshots of the site, the UGC submission UX as well as a few submissions.
One of several UGC push efforts on social, asking for fans to submit their own Tool Tales
We digitized hundreds of Tool Tales from over 20 years to create an online archive where fans can read submitted stories and see the pics (or it didn’t happen).
UGC overlay — submit text, images or videos, and share your Tool Tale on social
The Team
Agency: Roundhouse
Founder, Executive Creative Director: Joe Sundby
Creative Director: Bryan Houlette
Associate Creative Director, CW: Nate Totten | Associate Creative Director, AD: Kyle Everett
Art Director: Craig Skinner
Producer: Wendy Bryant
Production Company: Food Chain
Director: Ray Gordon
Audio + Sound Engineer, Composer, Editor: Lance Limbocker