The idea is less about what makers make and more about why they make it. “LOVE.MAKING” is a rallying battle cry for any and all of these makers, regardless of their expertise. It’s the reason makers love to create. Two simple and powerful words that become so much more provocative when made into one. LOVE. MAKING. is more than a feeling, it’s a call to action. The video details the intimate relationship between the maker, the tools, and the project through rich imagery and passionate script. The beauty and tactile nature of making is both a physical and emotional experience that can be felt in the content we produced. At the heart of the work are the Craftsman tools, but they are shot in a reenergized and riveting way– making Craftsman sexy again, and igniting love, passion, and inspiration for making– using these tools.