Paslode / Matt Crafton Partnership
Paslode needed an exciting way to launch the much anticipated X-Pro cordless nailer; with a bold idea that would break through contractor feeds and reinforce one core benefit: speed. Not incremental improvement — race-day performance.
The Insight
Speed is a universal language. On the track, milliseconds matter. On the jobsite, so do minutes. By connecting the X-Pro’s fast drive rate and reduced downtime to the high-performance world of professional racing, we could dramatize speed in a way that felt visceral — and credible.
The Strategy
We partnered with NASCAR Truck Series driver Matt Crafton to personify elite speed and precision under pressure, alongside The Perkins Builder Brothers to anchor the campaign in authentic construction credibility. Racing brought energy and spectacle. Builders brought trust.
The crossover created a compelling narrative: performance is performance — whether you’re chasing a checkered flag or closing in a frame.
That’s me
Me again
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We shot this video at Matts private garage in North Carolina.
ROLE: Art director, Camera Operator
TEAM: Eric Mueller, Laura Johnston, Danielle Przybysz, Sierra Pennela, Jaime & Erik Perkins
SOCIAL
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SOCIAL -
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Paslode ran a social campaign to promote the partnership
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In partnership with Menards, Matt raced with a special Paslode hoodn in the 2024 Martinsville 200