When the industry staple gets replaced, the new saw has to earn it.
Professional arborists don’t take recommendations. They take results.
The 592 XP® wasn’t just a new product launch. It was Husqvarna Australia asking the professional arborist community to move on from the 395XP — a saw that had earned its place on job sites over decades. With 92.7 cm³ of displacement, 5.6 kW of output power, and a best-in-class power-to-weight ratio, the engineering case was strong. But specs don’t close the deal with professionals who trust what they know.
The audience was experienced, discerning, and allergic to anything that felt like marketing. The brief wasn’t to sell the saw. It was to let the right people speak honestly about it — and trust that the saw would do the rest. That’s a different kind of brief.
Put it in real hands. Capture what happens.
Husqvarna Australia loaned the 592 XP® to three of the region’s most respected arborists — Adam Lovering of Impact Arbor, Maia Blasch of Treasure Trees Arboriculture, and Ryan Roberts of Diligent Tree Care — and gave them a month of real use before we showed up. When we did, we weren’t filming a product demo. We were documenting an honest assessment, in the field, on actual jobs. Ryan and his crew were mid-removal of a large dead tree on the Central Coast. Maia and Adam ran field tests on a property. We deployed multiple cameras and let the work speak.
The testimonials had to be credible above all else. Complimentary but balanced. The kind of thing a professional arborist watches and nods at rather than rolls their eyes. We built the integrated production around that standard — not around making the saw look good.
"When your audience are professionals, authenticity isn’t a creative choice — it’s the only strategy. You get one shot to earn their trust. An integrated team, real locations, and honest talent doing what they actually do every day. That’s what makes it land."
— Shanks, Wonder Creative
3 arborists. 2 locations. One saw that earned its place.
The testimonial series was well received within the professional arborist community — the audience it was built for. Three films, shot across two real working locations, giving the 592 XP® the kind of credible, peer-to-peer endorsement that no spec sheet can manufacture. The saw sold out nationally within the first one to two months of release.
The 395XP had a legacy because it earned one. The 592 XP® needed the same opportunity — and the right voices to give it one.
Husqvarna needed a new saw to earn its place with the pros. What do you need yours to do?
Two minutes. A tailored creative direction written specifically for your brief — formats, timeline, and investment range included.
Brief Builder
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