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A year ago, Tool of North America began calling itself a creative production partner rather than a production company, making official the evolution it has undergone over the last several years.
“We’re doing more consulting and ideation than we ever have,” said managing partner Dustin Callif. “We do not compete with agencies for work,” he stressed, adding that Tool’s clients are “looking for something different than what an agency offers.”
Tool utilizes everything from broadcast advertising to AR and VR experiences to communicate a brand’s message.
It helps that the Los Angeles firm attracts talent ranging from feature film directors with no prior commercial work to experiential specialists.
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