ABOUT

Problem
How do you make boring features of a technology product thrillingly real?

Insight
Technology doesn't belong in the wild - until it proves it does.

THE STORY

The wild doesn’t care about your software and the adventuring world won’t either unless you show what it unlocks.

We created a cool, mini-epic story to solve this challenge using one of the creators we’ve built deep relationships with, in this case a Nat Geo presenter and his climbing crew.

The presenter-climber Ben and his buddy set off to capture a once-in-a-lifetime shot of a mystical and revered wild place: Mount Whitney in the Alabama Hills. But how on earth are they going to scale the rock before the fleeting moment passes?

In our story, the what3words integration becomes a system literally designed to locate the unlocatable. The key that unlocks the adventure and enables the spine-tingling capture.

elements connected

We created a story that allows us to connect Defender brand messaging with that of what3words and which will work in video online and in print for the BASE audience.

Boots on the ground: I joined our core crew up with local region experts and additional producers.

I created a production plan to capture assets for multiple online and social channels.
And I acted as the conduit between two sets of clients, the production crew on-location and the editorial team.

outcomes

The central video was distributed by all three parties (JLR global YouTube channel, what3words global network and BASE).

The story made a striking and unusual (and a bit goth?!) mag cover, central spread and a print marketing tool for what3words.

Online we added social and interactive elements so that viewers can be inspired and take real action too.