Toolanovela

When you work on a Spanish-language tool brand, there’s only one reasonable reaction when the word “toolanovela” enters your brain: write an entire season of a telenovela starring a tool family full of secrets.

So, that’s what I did. 

I wrote the series in secret before showing it my Creative Director. He fell in love with it immediately, contacted a production company, and we got to work.

We translated the scripts, hired a heap of local talent to record the Spanish voiceovers, made our practical cast of characters out of tools, and shot the series the day before the world shut down in March 2020.

The footage is in the can, and now (early 2024), it’s being resurrected to be edited and go live!

If you want to know more about “Los Martillos: A Clavos.com Toolanovela”, please ask! I’m dying to talk about the troubled and passionate Martillos family.

In the meantime, here’s a BTS puppeteering shot: 

RafaelBTSToola from Laura Messer Jackson on Vimeo.