How do you tempt trades away from existing brands and show product innovation?

Milwaukee Electric Tool Corp. is an industry-leading manufacturer and marketer of heavy-duty, portable electric power tools and accessories for professional users worldwide.

Since its founding in 1924, Milwaukee has focused on a single vision: To produce the best heavy-duty electric power tools and accessories available to the professional user. Today, the Milwaukee name stands for the highest quality, durable and reliable professional tools money can buy.

Our brief was to produce a video for a new cordless pipe cutter, to be shared socially and featured on the Milwaukee website.


ec chose to create a ‘day in the life’ video for the Milwaukee Raptor Pipe cutter.

Creating a point of difference in product videos is notoriously difficult – but we rose to the challenge and delivered an intriguing piece of content – shot from a ‘Raptors-eye’ viewpoint, creating a novel and captivating piece – which still shows all of the main product benefits.

All delivered with minute attention to detail and care – ensuring that Milwaukee get content that the trades connect with and relate to – and shifts units.