During my time at Hammerhead, our creative team helped achieve a 7x increase in revenue YOY, 50% reduction in CAC, brand growth from unknown to top 3 in its category, and the number 1 selling product in its category at retail – all leading to an acquisition by SRAM within two years of product launch. Here’s how we did it.

In this episode of the Backcountry Marketing Podcast, Cole and Will Truettner discuss the concept of Minimal Viable Creative (MVC) and how it can be applied to creative projects. Will emphasizes the importance of constraints in fostering unique ideas and the need to balance creative integrity with business goals.

This month, I had the pleasure of putting together a basic content library for CORE Body Temperature. It’s was 20 degrees and snowing in NYC, so I flew to LA to feature some athletes heat training in the California sun. Here are some selects from the shoots…

Adapt or die. That seems to be the law of the land in the digital age. Well, maybe not ‘die’. But definitely ‘get out-priced by your competitors’. Technology continues to lower the speed and cost at which creative can be produced.

Last Summer, I produced a TV commercial that aired internationally during the Tour de Femmes and Tour de France. Initially written as a fictional storyline designed to illustrate the cross-generational progress in women’s cycling that the return of the Tour de Femmes represented, the script contained an authentic backstory born out of a run-in meeting in Girona, Spain.

In the Summer of 2021, while COVID restrictions still gripped most of the world and traveling with large production crews wasn’t feasible, I wrote, produced, shot, and edited my first broadcast TV spot to be aired during the Tour de France.