Hart Product Feature Videos

My Role

Producers: Angel Ruff, Monica Steele
ADs/Grips: Josh Hardy, Sarah Leugemors, Paola Garcia
Editors: Jason Roberts, John Shealy

About the CLient

Hart, part of TTI's family of brands (alongside industry mainstays, Ryobi and Milwaukee), made its debut at Walmart in 2019. The brand offers a wide range of power tools, hand tools, outdoor power equipment, and floor care products designed to cater to the needs of both casual and serious users alike.


Hart's prior product videos required substantial time and resources for production, yet faced challenges in viewer retention, often appearing unrelatable and overly corporate in nature.


The new, user-generated style utilizes influencer "personas" that relate to various customer demographics. The iPhone-recorded, rough-around-the-edges approach not only saved on production costs, but enhanced perceived authenticity, captivating viewers for over 50% longer than the previous format.

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