Established in 1995, Tool was primarily known as a traditional production company until they formed a partnership with TRUST, who helped transform the brand into an industry powerhouse that specializes in both live-action and interactive work courtesy of nearly two-dozen heralded directors. TRUST worked with Tool to showcase its evolution into a multi-tiered operation. In the process, TRUST established Tool as a creative force and influencer through a variety of productions ranging from films to experiential to commercial projects.
Through the course of a lengthy, fruitful relationship, TRUST was tasked with creating mass awareness of Tool and its diverse creative talent through a broad scope of media outlets while also showcasing the company’s various capabilities.
For over eight years, TRUST and Los Angeles-based production company Tool collaborated to bring the latter’s founder/renowned director Erich Joiner’s vision to fruition, which entailed transforming the Tool brand from a live-action production company into an integrated powerhouse. During the near-decade relationship, TRUST leveraged top-tier talent for interviews, features and speaking engagements at major events including SXSW, Future of Storytelling and Digital Hollywood. In the process, TRUST promoted Tool’s new hires, projects, and coordinated press on the projects for talent such as Emmy-winning director Jason Zada (Take This Lollipop), Dove “Real Beauty Sketches” filmmaker John X. Carey, non-traditionalist Geordie Stephens, World War Z helmer Marc Forster, innovative tech-centric director GMUNK and artistically-driven auteur, Ben Tricklebank. TRUST has evolved from simply crafting press releases on hires and new work for Tool to large-scale feature pitches and brand stories that helped solidify Tool’s status in the industry, in turn creating a collaborative partnership with the company.
TRUST worked in tandem with Tool to promote multitude of projects and major hires. Besides attracting major, live-action talent, Tool ramped up its technical staff and prowess in the process, resulting in the hiring of Jason Zada, Ben Tricklebank, GMUNK, Aramique, John X. Carey, World War Z director Marc Forster, J.J. Adler, Geordie Stephens, Alma Har’el and more.
“Tool Signs Famed Feature Director Marc Forster for Commercials”
“Tool Takes Home News & Documentary Emmy for ‘Clouds Over Cuba”
“Tool Makes Strides Into Long-Form Production with Award-Winning Film Starring Mireille Enos”
“Dove ‘Real Beauty Sketches’ Director John X. Carey Joins Tool”
“Tool Promotes Dustin Callif to Managing Partner, Digital”
“Tool Expands Experiential & VR Division with Recent High Profile Projects”
Working in conjunction with Tool, TRUST helped craft pitches and ideate panel discussions, keynote speeches, and tech demos. Tool made their presence known along the way at events including the Oculus conference, SXSW, 4A’s CreateTech, Future of Storytelling, Digital Hollywood and the Seattle Interactive Conference.
The idea was to build the Tool brand beyond just a standard production company into a multi-faceted industry juggernaut, with emphasis on not just live-action, but digital, integrated and interactive work. We did this by leveraging the artists and personalities within the Tool fold, targeting prominent media outlets for trend pieces, Q+A’s, features, photos and quotes on topical industry columns, news and features.
As a result of TRUST and Tool’s partnership, what was once a production company is now a brand name.
Selected Press – Work
New York Times: Message to Moondoggie: Keep Our Beaches Clean
Adweek: The Spot: A Mini Masterpiece
Business Insider: Macklemore Gives a Surprise Performance on a New York City Bus
Motherboard/Vice: This Robot Draws Pictures to the Beat of Your Heart
Huffington Post: ‘Help I Have The Flu’ Facebook App Suggests Who Got You Sick By Scanning Friends’ Updates
Selected Press – Features
Fast Co.Create: 30 Second MBA
Fast Company: Most Innovative Companies
LA Business Journal: Work/Life – Erich Joiner
During the course of TRUST and Tool’s partnership, the latter company garnered over 390 notable, industry-centric awards such as FWA, Cannes, AICP, One Show, SXSW, Creativity’s Production Company of the Year and Fast Company’s Most Innovative Companies honors for work including the aforementioned “Take This Lollipop.”