Helium.film and comedy extraordinaire Dean Friske create fun new TVC for Crescent Lufkin

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One of the world’s largest hand-tool manufacturers, Apex Tool Group, creative agency Five by Five Global, helium.film and VANDAL have teamed up for a campaign that breaks new ground on the meaning of ‘work hard, play hard’, for the Crescent Lufkin brand.


Says Craig Bailey, executive creative director at Five by Five: “Construction sites are a melting pot where hard work and concocting the perfect wind-up go hand-in-hand.

“So this campaign is all about reminding tradies that with Crescent Lufkin you can get the job done right—even when your mind isn’t on it.”

In an endeavour to subvert some category norms, the tongue-in-cheek campaign shies away from the hyper-macho tradie archetype. Instead revelling in the iconic comical shine that director Dean Friske brings to every job.

Client: Apex Tool Group
Marketing Director: Kristin Viccars
Brand Manager: Maud Weulersse

Agency: Five by Five
Creative Director: Craig Bailey
Creative: Nick Donovan
Account Director: Amar Narula
Account Manager: Brydie McHugh

Director: Dean Friske
Producer: Benjamin O’Donnell
EP: Brenden Johnson
DOP: Boris Vymenets

Producer: Gabrielle Filtz
Editor: Mariah Dunn
Colourist: Daniel Pardy
VFX Supervisor: Mick Watson
Flame: PSJ & Kent Smith
Sound Design: Nigel Crowley