Backed by 100 years of German precision engineering, FLEX has nothing to prove. The Made for Experts brand platform represents that category-defining confidence and presumptuously asks Australia’s professional tradies whether they’re good enough to handle the FLEX range.

Partnering with Picture Co, this vision was brought to life through a series of slick, minimalistic spots that each focus on a specialised trade, demonstrating these power tools at work in the hands of real experts.

For ideas that challenge the status quo, contact Alison Ray.