The Angler Collection was inspired by the passion for fishing, the great outdoors, and the deep connection between sport and nature. I led the art direction, ensuring that every design reflected the rugged yet refined lifestyle of anglers while maintaining brand consistency. Beyond aesthetics, this collection was created with a purpose—giving back to conservation efforts that protect our waters for future generations.
The campaign for The Angler Collection was driven by the concept of resilience. We aimed to create a narrative that resonated with serious anglers—individuals who face the challenges of the open water head-on and need gear that performs as hard as they do. From concept to execution, the creative direction focused on highlighting the collection’s durability, precision, and style. Our tone was confident and grounded, capturing both the harsh reality of life on the water and the quiet determination of those who live it.
The primary goal was to introduce The Angler Collection as essential performance eyewear for those who rely on clarity, fit, and protection in unpredictable conditions. We focused on building awareness, showcasing the utility of each frame, and forging a deeper connection with the angling community. Conversion was also a key focus, with messaging tailored to educate and move potential customers through the purchase journey.
Our strategy included a multi-channel rollout combining product storytelling and technical education. We targeted fishing and coastal adventure audiences with tailored messaging based on interest, geography, and buying behavior. Visually, the campaign leaned into hero shots of the collection in action—sunlit waters, high-stakes environments, and real wearers pushing limits—complemented by tight product close-ups and spec-focused graphics. We mixed lifestyle and user-generated content with studio imagery to create a dynamic visual experience across platforms.
Paid media campaigns were launched across Meta, Google, and YouTube, supported by a focused email and SMS flow that walked customers through the collection’s standout features. Organic social content featured real anglers, short-form video, and product highlights, while retail partners were equipped with aligned visual assets and messaging to maintain consistency in stores. Overall, the campaign was built to reflect the strength of the collection and the spirit of those who wear it, establishing The Angler Collection as a reliable companion on the water.
