IRONCLAD MECHANIC GLOVE CAMPAIGN
This is part of a campaign I designed and implemented while working at Ironclad. It promoted our new Mechanic glove, developed as a direct competitor to the Mechanix Wear Original glove. Mechanix Wear had dominated the automotive sector for years. We developed this new Mechanic Glove to not only gain traction in the automotive sector but also to displace Mechanix Wear. IT’S TIME FOR A CHANGE was the slogan throughout the campaign, and it was calling customers to make a change from the less featured, more expensive Mechanix glove to the feature-rich, price driven Ironclad Mechanic Glove. I shot the background in HDR at the Hot Rod Magazine Garage in El Segundo, CA. The model was then photographed in the studio and merged with the background in Photoshop.
I then produced a short “Making Of” video of the shoot and the ad design. It was featured on the home page of HotRod.com where it received a lot of attention and social buzz. We promoted it on the company Facebook page along with Hot Rod. It was a rare chance for fans of the Ironclad brand and of Hot Rod Magazine to see some behind-the-scenes footage, and see what really goes into making an ad.
Below is a short "making of" video of the first ad.