Atlas Copco

Challenge

In manufacturing, speed is everything. Every second counts, and every movement matters — but never at the cost of precision. That’s why Atlas Copco Industrial Technique spent years developing the XB-range: a new generation of cordless nutrunners designed to move fast, work smart, and deliver comfort and ergonomics in every tightening.

To introduce this major launch, Atlas Copco partnered with Seventy to craft a campaign that would elevate not just the product — but champion the people using it every day.

Problem

Atlas Copco’s product portfolio is vast, and each tool serves a purpose. But the XB-range is built different: designed from the ground up with the operator in mind, it offers premium quality, improved ergonomics, and intuitive handling. Our challenge was to carve out a distinct space for it that honored the technical achievement while putting human experience front and center. How do you portray high performance while shining a light on the people behind the work?

Solution

We launched the XB-range as a new kind of partner on the factory floor: smart, fast, and built around you. With a cordless design, pistol and angle grips, and an ergonomic handle that supports every movement, the XB tools are made for Everyday Momentum — turning repetitive tasks into effortless rhythm. From bolt to bolt, moment to moment, they help keep the line in constant, confident motion. Because when tools just work, work starts to flow.

From movement
to everyday momentum

Challenge

Problem

Solution

Client:

Strategy & Creative

Production Partner