Snap-on book "Goldilocks & the air impacts" cover
SNAP ON : Goldilocks and the Air Impacts
ART DIRECTION / PHOTOGRAPHY / PROJECT DEVELOPMENT
For this project, the agency drew inspiration from my Renaissance series and invited me to help translate that visual language into a fully realized campaign for Snap on. Together, we reimagined Goldilocks and the Three Bears as a family owned auto shop, using humor and visual storytelling.
The narrative centers on three mechanics and three air impact tools, each representing a different competitor, pushed to their breaking point. To bring the idea to life, we collaborated with a model maker to design and build three custom “hero” tools that could physically fail on camera in controlled, expressive ways. Every moment was crafted to feel tactile and slightly theatrical.
I worked hand in hand with the agency creatives to design each frame from the ground up, overseeing the project end to end: casting, props, wardrobe, set design, pre and post production.
The final work lived across a hardcover children’s book style catalog, along with print, OOH, and sales materials. A playful narrative executed with serious craft, designed to be memorable, human, and unmistakably Snap on.
Page 1: "Once upon a shop, there was a tech named Goldilocks. Why he was called Goldilocks when he had short sandy brown hair and a hipster beard, who knows ? Let's not get bogged down in details.The thing is, try as he might, Goldilocks could never find the perfect half-inch air impact. And oh, how he searched ... "
Page 2 : "First, he tried one that got the job done, but was so heavy and unbalanced that it created a most disagreeable throbbing in his arm and numbed his hand and wrist to such an extent he could barely spoon his oatmeal. Or porridge, as it were "
Page 3 : Goldilocks exclaimed,"This air impact is too uncomfortable! Like dealing with the middle hump when you're stuck in the back seat." For Goldilocks was ever so keen on car analogies.
Page 4 : "Then he tried one that felt alright, but was so powerful, it mangled fasteners. And so unwieldy, it couldn't reach the tight bits"
Page 5 : "Goldilocks declared,"This air impact is too uncontrollable! Like a supercharged muscle car with bald tires"
Page 6 : "Then, Goldilocks tried one that at first seemed better than the others, but proved to be of such inferior construction that it began emitting a most excruciating racket and had to be replaced every dozen fortnights. Give or take"
Page 7 : "Goldilocks sighed, "This one is too shoddy! Like a certain Yugoslavian import from days of yore" (Really, enough with the car analogies.)
Page 8 : "Alas, Goldilocks was still on the hunt for the perfect air impact. But then... one day while he was wrestling with the latest air impact he had reluctantly settled for... his Snap-on Franchisee appeared - and let him demo the new PT850"
Page 9 : "The minute Goldilocks laid a hand on it, he at once discovered all the power he had ever needed, with none of the discomfort. All the accessibility and trigger control without the lack of stamina. Why, he could give this new air impact an all-day thrashing, without taking one"
Page 10 : Lo and behold, Goldilocks had at last found the perfect balance of comfort... control... and durability. Goldilocks rejoiced, "This air impact is JUST RIGHT! Like a '62 Ferrari GTO" (Okay, we'll give him that analogy.)
Page 11 : "And with that, Goldilocks and his new Snap-on PT850 air impact Lived happily well into the next stage of his career - when he bought his own garage specializing in converting pumpkins into motor carriages. But that's a whole other story." The end.
Page 12: Product shot
