Carlyle Tools Smart AF April Fools Video

Carlyle Tools Smart AF thumbnail

For the launch of Carlyle Tools’ fictional Smart AF 10mm socket, I led the creative development of a satirical product video designed for April Fools’ Day. Presented as a legitimate tool launch, the campaign used cinematic visuals and parody storytelling to entertain audiences while deepening engagement with the Carlyle brand.

Scope of Work:

  • Concept Development & Scriptwriting: Created the parody concept and wrote the video script, balancing technical jargon with humor to mimic a real-world tool release.

  • Video Production & Editing: Produced, directed, and edited the video to match the tone of high-performance product launches, using intentional pacing and visual polish to sell the joke.

  • 3D Product Visualization: Modeled and animated the fictional 10mm socket using Maxon Cinema 4D to create believable, brand-consistent visuals.

  • Motion Graphics & Visual Design: Designed supporting graphics, UI overlays, and branded assets that aligned with the fictional product’s identity.

The goal was to amplify Carlyle Tools’ voice as smart, self-aware, and in tune with real shop culture—all while creating shareable, conversation-starting content across social media. The campaign received widespread internal and external praise and continues to be a reference point for high-impact seasonal content.