I'm a fan of story. I believe it's in our DNA and the root of every decision we make. So much so, that sometimes all you have to do is show the product and let the audience create their own story. Apple has been doing this for years (Insert any recent Apple Ad). When a product is right, the market will fill in the details, they will create their own story. Their garage, their man space, their happy place.
That's where we landed with Baldhead Cabinets: Showcase the Product and let the audience draft their story.