Wiha

Scope

Wiha Tools was looking to elevate its presence in the automotive market with a brand-forward content piece that reflected the precision and performance of its product line. Despite a modest budget, the goal was to create high-quality visual assets that spoke to professional technicians and reinforced Wiha’s commitment to craftsmanship.

Creative Direction

While at SixSpeed, I developed a trusted client relationship with Wiha that led to this project focused on their automotive tool line. As Art Director, I was responsible for shaping the look and feel of the content—from environment selection to the smallest lighting detail.

We aimed to create a premium, authentic atmosphere, highlighting the tools in action within real-world, high-performance settings. My creative direction leaned into grit, precision, and subtle polish—mirroring the tools themselves.

Content Creation

Working within a lean production model, we secured two key locations: a functional manufacturing warehouse and a high-end mechanic shop. These environments offered the perfect backdrop to capture Wiha’s quality and usability in the field.

I led a dual capture approach—directing both photo and video teams on set to ensure consistent storytelling and an efficient shoot day. Key deliverables included:

• Branded product photography

• Lifestyle and in-use shots

• Short-form video content for digital and social

• Visual assets for web and sales use

This type of high-energy, hands-on environment is where I thrive—blending structure with spontaneity to capture real, impactful content.

Results

The final assets delivered a sharp, elevated look that aligned Wiha’s automotive line with the expectations of professional technicians. Despite the tight budget, the campaign successfully reinforced Wiha’s reputation for precision and quality, while expanding its presence in a key market. The project also deepened the brand-client relationship and opened the door for future work.

11inOne Multi-Driver Spot

Scope

Wiha needed a broadcast-ready brand spot and supporting content for their 11inOne Multi-Driver—a tool that combines precision German engineering with local assembly in Monticello, MN. As our first project with the brand, the goal was to make a strong impression while working within a tight production budget.

Creative Direction

I led both the video and shot photo myself, while ensuring the visual language stayed cohesive across formats. The creative approach emphasized durability, functionality, and craft—qualities that define the 11inOne and resonate with tradespeople.

Content Creation

With a lean crew and tight timeline, I directed video capture while simultaneously shooting photography on set. Responsibilities included:

• Broadcast-ready video spot

• Product and lifestyle photography

• Multi-platform content for web and social

• On-site coordination in industrial locations

This dual-role shoot challenged me to balance creative leadership with hands-on execution—often switching between directing and shooting in real time, all while wearing multiple hats (including a hard hat).

Results

The campaign delivered high-quality, authentic visuals that showcased the 11inOne’s versatility and craftsmanship. As Wiha’s first major content collaboration with our team, the project established trust and opened the door for ongoing work.

Creative Direction: Ryan Ullery
Art Director: Jimmy Sugg
Designer: Jimmy Sugg
Copywriter: Mollie Tuomisto