Columbia PFG – SP24

Columbia’s tier 1 campaign for the spring of 2024 focused heavily on their PFG(Performance Fishing Gear) brand. More specifically, on maintaining integrity and authenticity within their core endemic audience, while also attracting a wider range of anglers across age groups. We arrived at a colloquialism spoken amongst anglers when assessing a body of water, ‘That’ll Fish.’ Regardless of the weather, terrain, or obstacles in the way, anglers will always find a way to fish.

From original concept pitching to pre-production planning and on-site direction, which ended up coinciding with a full-blown hurricane on location in Charleston, SC, I directed and shaped the overall creative tone of this campaign. Working closely with the DP and photographer to capture specific moments that tied back to our concept, while creating an environment for the entire team to make their best work.