The Objective
We needed to showcase Abu Garcia’s product innovation and reinforce the brand’s position as a leader in the fishing industry.
The project aimed to highlight the technical advancements of Abu Garcia’s products while connecting with diverse audiences. By blending heritage with modernity, we drove engagement across digital and social platforms through compelling storytelling.
The Work
Creative Elements
The creative vision for the “Evolve” campaign revolved around the idea of progress through heritage. By intertwining the stories of anglers, product development, and stunning visuals of fishing in action, the campaign brought Abu Garcia’s narrative to life.
Production
The production phase utilized state-of-the-art equipment, including drones and underwater cameras, to capture breathtaking visuals. Focused shots highlighted the intricate details of Abu Garcia’s products, emphasizing their functionality and innovative design. Cinematic sequences portrayed anglers in action, creating an immersive and aspirational experience for viewers.
Post-Production
Dynamic editing techniques were employed to create a seamless narrative flow, bringing the story to life. Vibrant color grading enhanced the natural beauty of the fishing environments, while custom sound design—including natural water sounds and subtle musical cues—amplified the emotional impact of the final product.
The Results
The “Evolve” campaign successfully positioned Abu Garcia as a brand that honors its legacy while embracing innovation. Our story-driven content effectively connected the brand with new audiences
Production
Executive Producer: Ellen LegowDirector of Production: Pete HallidayProducer: Dustin HendersonDirector: Brian Cummings
Editorial
Senior Editor: Michael ColasardoEditor: Scott Conger
Visual Effects
Graphic Designer: Vlad Sarkisov
Custom Music
Sound Designer: Benjamin Arnold