Men used to take pride in building things and derive purpose from putting their hands to work. Today, men have become so caught up with their jobs, families and other obligations that they have forgotten what it felt like to really challenge themselves to create something. This print campaign for DeWalt power tools is calling men to rediscover the satisfaction of building things and putting their hands to the test. 

These print ads are transparent on the first page where the person's arm is. When you turn the page, it reveals that the hand is gripping a power tool rather than just doing a mundane daily activity.