One of the things that distinguishes the olympics from ordinary sports events
is it’s a time when families come together and watch a variety of amazing
athletes at the height of their careers.

The important goal we took away from the brief was to show how DeWalt
exemplifies the Olympic spirit of perfection through strength and will. While
not directly selling specific products, we recognized DeWalt wants to create
a positive brand association and communicate the ideals of the company. We
developed our characters and story keeping this mind.

For a character based spot revolving around DeWalt and the Olympics, we
explored the many possibilities in character design this implies. Ideas ranged
from inventing characters that would use the tools, to having worlds
composed to tool parts, and even having the tools come alive and be the
characters themselves. It’s through this process that we discovered a more
elegant solution. Our final character design embodies both the Olympic
spirit and qualities of DeWalt products.

This direction sought to personify the qualities of DeWalt’s products, namely
the strength, performance, and craftsmanship. We referenced the design
aesthetic of the tools themselves, being informed by the brand colors and tool
shape and texture. The proportions of each imply varying athletic strengths
and abilities.

By choosing this direction, it allowed us many opportunities to showcase
heroic, olympic moments while keeping the brand present throughout the
entire commercial.