Not exactly typical for the industry, but typical for SW Stahl: The company, which distributes high-quality and automotive special tools and launched a new, award-winning tool series last year, does a lot differently than other companies. Latest proof: the extraordinary image film in which – of course – the company’s own tools play a leading role.

Male employees devotedly polishing their tools or raptly listening to the rotation of a ratchet. Female mechanics sprucing up their own racing cars. A massive torque spanner taking on the wheel nuts of a huge wheel loader. And someone in a suit who can’t do anything with all this – until he allows himself to immerse in the tool world of SW Stahl. Even those who are not die-hard tool fans will be carried away by the film’s message: For SW Stahl, tools are not simply tools, but a feeling. They are designed and developed with passion and used with enthusiasm. In addition to precision, intelligent solutions and innovative ideas, this dedication can be felt in every single tool.

Wielding screwdrivers, rocking wheel loaders

The film conveys its message with a wink. The story plays with common clichés by overemphasising and humorously dissolving them: The massive wheel loader rocks because it finally doesn’t have a screw loose anymore. The mechanics swinging their tools. And the doubting suit-wearer can’t help but fall for the ratchet – like everyone else. There is a goosebump-inducing soundtrack to go with it, but there are also quiet tones – after all, the viewer should also be able to hear the rotations of the ratchet. Incidentally, some of the actors are also in reality what they embody in the film. Andreas "Curly" Duwe, for example, who cherishes and cares for his tools with devotion in the film, is also an employee in real life and the face of SW Stahl on Social Media.

A feeling for the industry

With the image film, SW Stahl demonstrates its feel for the modern tool market: in addition to technical perfection, customers today expect tools with character – or as the film describes it: with feeling.

Stars from Remscheid

The latest tool series developed by SW Stahl plays the leading role. The company has already won one of the most important international design awards, the iF product design award, several times for its striking product design. In the final seconds, the film also opens up a brief glimpse of the series’ new workshop trolley, which will soon be launched on the market with its innovative locking mechanism.

The film „SW STAHL … A FEELING“ can be seen on www.youtube.com/swstahlvideos and on www.swstahl.de as of today.