About Tool

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.

Public Relations

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.

Selected Materials:
“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”

Speaking Engagements

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.

The Results

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

Ad Age: How Jason Zada Created Facebook’s Scariest Viral Sensation: TakeThisLollipop.com

PSFK: Choose Your Own Adventure: Touching Stories Bring Interactive Film to the iPad

Adweek: The Spot: A Mini Masterpiece

Wired: Here’s What South Park Would Look Like on Oculus Rift

Fast Co.Create: The Sound of Tennis: How IBM and James Murphy Made Music from the U.S. Open

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

Fast Co.Create: An Interactive History Lesson On The Cuban Missile Crisis And A Sobering What-If

Complex: How The Good Day Blimp Project Finally Got Ice Cube on the Goodyear Blimp

Fast Co.Design: Why Airbnb Turned 50 of Its Most Popular Listings into Birdhouses

Mashable: T-Mobile Somehow Got Kim Kardashian to Tweet at You

Huffington Post: ‘Help I Have The Flu’ Facebook App Suggests Who Got You Sick By Scanning Friends’ Updates

Selected Press – Features

Adweek: The Top L.A. Agencies and Producers Killing It Right Now

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.”   tool-awards