Ferro Vivo, tools sold without nostalgia

Ferro Vivo forges garden tools in Vicenza. It sells across Europe, mostly to nurseries and landscapers, and for the last three years directly to private customers too.

The existing site was a catalogue with seven hundred dimly lit photographs and an "our story" page longer than the product descriptions.

Professionals buy on specification: steel, temper, weight, warranty. Private customers buy on trust, but cannot stand being treated like tourists.

The site had to serve two ways of buying without splitting into two sites, and without sliding into the tale of the craftsman with dirty hands.

We put the specification at the top and the story at the bottom. Every product page opens with four numbers and a photograph in full light, with no theatrical shadows.

The film shows forging for what it is: a process, with times and temperatures. It runs forty-two seconds and has no music.