A can for every kind of hand

WD40 users are people who work with their hands. We wanted to show that people, from mechanics, to plumbers, to DIYers, to industrial technicians, WD40 has a product specifically designed to your specific needs. Beyond the iconic blue can, we wanted introduce a whole range of WD40 “Specialist” products and make sure they found their way in to the hands of doers.

I led all creative development on this campaign, including shooting all of the video modules that were designed to be re-cut into different targeted media units, depending on the product and target audience.