"The most challenging part of this project was getting a brand like Bosch to step beyond the product. The idea at the heart of this campaign is simple: the world is built by the hands of tradeswomen and tradesmen, and they deserve to be seen. We set up a striking contrast between the passive "non-action" world and the raw, kinetic reality of professionals at work. My role as director was to amplify that energy." Jeremi Durand, director