the challenge

Bear Archery needed an updated and clear positioning statement after several years of differing and inconsistent directions. A :30 second TV spot needed to be developed to convey what the brand now was. There was no money in the budget for a commercial shoot so a brand story needed to be built from existing footage in a short amount of time.

the solution

After a concrete brand position was agreed upon work on writing the spot based on that position began. After several iterations and revisions the script was buttoned up and a custom track was produced to convey the emotion of the brand. During that time, video was scrubbed through identifying 3 unique timelines and locations to feature. The resulting spot tells 3 stories of success and clearly explains what Bear Archery is about in a short :30 seconds.