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.

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


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