Hookset · Product launch · Islamorada, FL
01 · The story
See below the surface.
Product launches don't wait for perfect conditions, and neither do we. When SMITH tapped us to produce the launch campaign for Hookset, we knew it had to be as rugged and relentless as the frames themselves.
- Client
- SMITH Optics
- Type
- Product launch
- Where
- Islamorada, FL
- Services
- Concept development, film production, photography, post production
One day, six-foot seas, and zero room for error. Capturing the first look of Hookset with grit, precision, and speed.
02 · The approach
When SMITH set out to launch Hookset, they needed a campaign that embodied the resilience and focus of the anglers it was made for. In the unforgiving waters of Islamorada, we had one day to capture it all: nearshore, offshore, and everything in between. With towering swells, our team fought through sea sickness and an ambitious schedule to deliver a stunning collection of photo and video assets, ready for distribution in just two weeks.
A campaign built for multi-channel use.
A successful product launch isn't just about capturing content, it's about making sure that content works everywhere. Our deliverables were designed for impact across platforms, providing SMITH with assets that seamlessly transitioned from web to social to in-store displays. Whether it was a high-energy reel, crisp product photography, or lifestyle imagery that put the gear in its element, Hookset launched with everything it needed to make a splash in the market.
The best stories aren't told, they're earned.
Some shoots test your creativity. This one tested everything. From the rough seas to the tight turnaround, Hookset proved that great work isn't about waiting for the perfect shot, it's about fighting for it.
Behind the scenes.
