TOOL SchOOL

This is an advertising project I created at ACAD. The brief for this project was to create a campaign that would engage men in the #metoo movement. I wanted to create something that would support, but not take any attention away from #metoo. I decided to create a campaign that would encourage men to think about their behaviour and speak up if they see someone else behaving inappropriately.

Since sexual assault can be difficult to talk about, I decided to use analogy. I created the Tool-Man, who is a caricature of a hyper-masculine "fix-it" guy. Each episode takes place in a seemingly mundane location, but this conveys that abuse can and does happen anywhere.

 

PROCESS

Before filming, I wrote several scripts and created story boards to help illustrate the concept.