Motion and Still assets for the launch of of 5.11 RUSH bags.
One of many keys to telling an impactful brand story is to be immersed in the products demographic. Having a team of outdoor enthusiasts and adventure seekers made this project a natural fit, as in producing it followed the same steps as we follow when coordinating an outdoor expedition. Over a 3 day period in Boulder, CO the team captured studio, location and various product assets that live on graphic backgrounds. The comprehensive asset library aids 5.11 in launching the RUSH bags on social platforms, the web, in their stores, and on printed media.
D/CAL created the campaign “Your Mission, Your Rush” which showcases the diversity in users and their needs as they utilize the bags on the daily. A Search and Rescue First Responder, a Hiker, a Photographer, a Businesswoman, a Father and an Archer. Many professions and lifestyles and the load outs they carry to accomplish their “Missions.”
A partnership with 5.11, D/CAL and Storytellers Anonymous.