Tool is a Standout on Ad Age’s 2024 Production Company A-List
Tool's Innovative Experiences and Comedic Touch Strike a Chord with Brands.
AI was a major focus for Tool in 2023, as the production company launched a consulting service that works with brands and agencies to modernize their marketing content creation workflow with AI.
AI was also central to brand projects such as Coke Studio, which invited festivalgoers to create their own music videos, made possible by Tool’s custom AI pipeline, game engine layers and virtual production. Tool also executed the kind of immersive experiences for which it’s known through a Coachella activation for Coke and an in-store AR experience for Starbucks.
Along with employing creative technology, Tool also made some standout content pieces, many of which leaned into humor.
In a Taco Bell spot directed by Paul Briganti, “Saturday Night Live” alum Pete Davidson portrays a morning host who prefers a relaxed approach before 11 a.m., much like the Breakfast Crunchwrap, one of Taco Bell’s breakfast offerings.
“Wood Milk,” directed by Hannah Levy for MilkPEP, starred actress Aubrey Plaza in a satire where wood is a milk alternative. Plaza, known for her deadpan approach, really sets the tone in the spot from Gale.
