Tool Celebrates the Power of Orange for Factory Design Lab

Tool's Jason Zada directed a pair of amusing web films for Factory Design Lab as part of the agency's recent re-branding featuring the new tagline, "Power of Orange." The playful clips, which feature largely slow-motion sequences, symbolically communicate the efficacy of the company's new message by portraying the color orange as a catalyst behind unlikely scenarios.

Powder takes place in a diner that quickly evolves into a bizarre hybrid of a rave party and a neighborhood pub when the patrons begin sniffing lines of a powerful orange powder off of their plates. Businessmen, families, police officers, and an ecstatic young couple all fall into states of elation as the staff continues to serve up mounds of the substance.

Leader is set around a sun-soaked summertime swimming pool surrounded by bikini-clad beauties who stare longingly, in sunglass-lowering disbelief, as a portly, stout man struts toward them. As he disrobes, exposing a sheaf of back hair and rolls of body fat, the women (along with the pool boy), gape, almost in ecstasy, at the one feature that obviates all the physical malformations: his orange Speedo.

"Factory Design Lab is an industry leader in creating high-end web content for major brands, so when they approached Jason to direct films promoting their own studio, we viewed it as a great testament to his abilities," noted Tool EP Brian Latt. "These are fantastic short narratives which play out like a feature - largely cinematic and graphic which is exactly the type of work that Jason excels at."

Credits:

Client: Factory Design Lab
Film Title: Leader, Powder
Launch: January 2009

Agency: Factory Design Labs
CD: Steve Whittier
ACD/Writer: Dean Del Calzo
AD(s): Hoshi Ludwig, Chirag Ahir, Brett Lareau
Producer: Kristen Del Calzo

Prod Company: Tool of North America
Director: Jason Zada
DP: Ketil Dietrichson
EP(s): Jennifer Siegel, Brian Latt, Dustin Callif
Producer: Steven Steiner
Production Designer: Andrew Baird

Post/Editorial: Factory Design Labs

Shoot Location: Los Angeles, CA

About Tool:

Bicoastal Tool of North America represents top-tier artists to the advertising industry. Tool's collective of talent includes: directors, photographers, cinematographers, technologists, mobile content creators, and video game creatives. This diverse talent pool affords Tool the ability to serve as a resource for agencies across commercial and digital productions, packaging the best creative teams available to develop compelling advertising with our agency partners.