The Challenge
STIHL USA is the number one selling chainsaw brand in America. The video representing them internally did not reflect that.
The original brief was modest: update a dated corporate video covering the STIHL factory and facilities. Useful, unglamorous, internal.
What the brand actually needed was a shot of energy — something that showed a company still evolving rather than one documenting itself.
The Work
Flagship conceived "The STIHL Way" concept, then storyboarded, produced, and filmed it. We hired all talent, secured over seven locations, and filmed across eight days.
That scope was well beyond what an internal corporate video would normally justify. We built it as a brand piece from the start — going after the ideas at the core of STIHL's messaging rather than an inventory of facilities.
The Result
The "small" corporate video became a company-wide phenomenon.
It was cut down to :60 and :30 broadcast versions and aired on NBC during STIHL Timbersports, the Reno Air Races, and the Superboat World Championships.
An internal video became the brand's television presence.
