Americans have been building, fixing, and working with CRAFTSMAN tools for generations. We worked with them to create e-commerce explainer videos and photography for their website and retailers to help ensure that potential customers can fully understand what CRAFTSMAN has to offer. Using in-situation demonstrations, we created a studio workflow that allowed us to show off the different work situations while efficiently capturing photography and video for the entire v20 product line. The resulting work is smart, strong, and effective.