Everfire Group’s Production Prowess Showcased in 10 New ScentBlocker Commercials
OutdoorHub 07.11.14
Everfire Group specializes in building brands through category-leading content for multiple platform distribution. And it loves challenges. After brand innovation and go-to-market agency, Primer 180 developed a new brand position and concepted a new campaign for Robinson Outdoor Group, Robinson CEO, Scott Schulz approached EverFire with a highly-demanding commercial production project, the response was simple: “Let’s get started”.
“ScentBlocker has an amazing product line designed for the hardest of hardcores, so the message delivered by each commercial had to be authentic, or they would fail to resonate with targeted consumers,” said EverFire Group President, Steve Pennaz. “From the beginning we treated the spots more as movie trailers that commercials because the end goal of using the product is epic success. The result was a full-blown, large cinematic production involving multiple sets, a full crew, cinematographic lighting, and shooting in the incredible 5K format. It was unbelievably tough, but incredibly cool. The entire team here loved the challenge.”
“Our Company’s history is one of unrelenting innovation,” says Scott Shulz, CEO of Robinson Outdoor, manufacturer of Scentblocker® scent management products. “Part of maintaining our leadership role in engineering intelligence into our apparel designs and scent products, is letting our customers know that our brand is about much more than just blocking scent. To do that we needed an exceptional content production company that could tell our story. It was a highly demanding commercial production. After vetting several other production houses, Everfire Group was the clear choice”, Schulz added.
“The spots are incredibly strong”, expressed Schulz. “They feel heroic and cinematic, and frankly I was blown away. This was a huge project, and the deadlines for delivery were extremely tight. Despite the challenges, EverFire nailed it in every way! All 10 spots flawlessly communicate the ScentBlocker® brand message: original, extreme detail, intelligence in design.”
“We understand the outdoor space, we understand product positioning, and we understand what motivates outdoor enthusiasts,” said Pennaz. “And we can effectively communicate and emote through visual storytelling. We do that really well. I think it was that duality that caught Scott’s eye, and why he chose us over others.” Pennaz commented.
The new spots are airing on leading networks in the outdoor space including Outdoor Channel, and Sportsman Channel.
