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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