Gerber Gear collaborated with Bleach on an integrated campaign shoot with tattoo artist and brand ambassador Luke Wessman. Captured while Luke works on tattoo designs in his Phoenix studio, the lifestyle images showcase Gerber knives and tools seamlessly incorporated into Luke’s creative process. This campaign provides an inside look at how Gerber’s reliable, high-performance equipment empowers skilled craftsmen like Luke to thrive in their element. It aligns Luke’s gritty, artistic passion with Gerber Gear’s longstanding roots equipping trade workers since 1939. Together, Bleach and Gerber Gear authentically connect the brand’s durable, versatile tools with driven professionals who rely on them daily through compelling narrative imagery.