NoCry
NoCry has been making safety gear since 2012 and sells direct to consumer in eight countries, which puts their glasses and gloves on more job sites than most brands can claim. We've shot eight campaigns for them across 2025 and 2026, from woodshops to power lines to a tactical range. Everyone we filmed and photographed does the job for a living. We worked around them in authentic environments and shot the day as it went.
Our Approach
Across eight shoots we went to the people already using the gear: woodshops, power lines, a tactical range. We put them on camera and asked for their honest opinion of the product, then kept what they said. Every piece appears in the environment it was built for, on hands that were already dirty when we got there.
