As Creator Content Heats Up, Tool Helps Creators Become Commercial Directors
In October, 2020, Tool of North America launched its Creators Division, a roster designed to help prominent Creators make the leap to commercial directing.
For Tool the move strengthened its foothold as a resource for brands looking to produce best-in-class content, no matter the format and platform. Since then, the roster has grown tremendously, to include some of the best known Creators in the market. They have deep brand experience, and are looking to evolve to the next stage of growth - commercial direction - which is brand new in the Creator marketplace.
In 2020, Tool paired rostered creator Wes 'Wuz Good' Armstrong with All State’s identity protection division, InfoArmor, to concept and direct :30, :15 and :06 spots that spoke to digital audiences as part of an online media buy.
Since then, Tool has deepened its bench to include a select group of the world’s top Creators – adding five preeminent individuals with skills in reaching audiences across platforms (TikTok, Snap, Instagram, Facebook and YouTube).
The audience size of these platforms rivals – or is larger than – broadcast media. Tool has identified an opportunity to elevate the craft and how products are featured, stories are told, and more within this content.
The roster includes a host of well-known Creators:
The group joining Tool’s roster all have deep experience developing and directing branded and original content generating hundreds of millions of views from as many followers.
They’ve been helping brands reach mass audiences well before signing with Tool, and the company selected them based on the quality of craft in their work.
Now each is embarking on their directorial journeys, combining their creative and technical skills with Tool’s 25 years of commercial experience. It’s a natural evolution to a category often marginalised for a perceived lack of conceptual thinking and production know-how, despite the unignorable appeal from consumers across the planet.
And it's not going unnoticed, in a recent Linkedin post, TikTok’s Global Head of Marketing gave major props to one of Tool’s up and coming creators on their roster, Grace Wells, for her ingenuity and creativity in marketing.
Tool will work with its creators to marry their expertise with commercial production know-how that takes into consideration how a brand or product is featured, and envisions a future in which Creator content competes with the most awarded advertising