The Stubzilla concept was developed to support the launch of the newly designed PT338 3/8" Drive Stubby Air Impact Wrench into a competitive segment of the power tools category with messaging aimed to disrupt and build on the previously developed “It’s Alive” campaign materials.

The professional automotive tool marketplace is driven by franchisees working in a mobile sales environment. Space is limited and time spent with each customer is at a premium. Every moment must be productive. Our concept was intended to be visually disruptive and the highlight of every technician customer’s day. Borrowing from stylistic, illustrated “Godzilla” movie materials, the imagery clearly communicated the compact design and compelling power of the tool.

The takeaway: “Paired with my PT338, I am unstoppable.” The launch of the new tool was a success as measured against launch penetration and sales projection.