Twelve Weight.
Twelve Weight is a brand built by and made for anglers serious about all types of fishing.
Using a blend of archival imagery/footage and footage shot by Timber + Frame (award winning shooters, really incredible team), I was tasked to create a few digital ads to be ran on YouTube, Instagram, and Facebook.
Having met the team at Twelve Weight, I knew they would want something cool. In fact, that was the only prompt I was given: “make cool stuff.” So with that, I made an appeal to heritage and they ended up being their top performing ads to date.
All editing, writing, coloring, sourcing, and sound design is done by me.
Made for salt water.
Knowing that fly fishing happens in both salt water and in fresh water, I wanted to make sure there were two different edits that hit two different types of anglers. This one was more active and exciting to mimic the thrashing of the waves and all the movement you see and feel when out in the salty water.
Built for the fresh water, too.
Fresh water fly fishing feels a little more calm, it feels a bit more connected to the tradition—so that’s what I set out to do with the edit. Sourcing archival footage was super fun and helped set the tone to show how Twelve Weight is modernizing fly fishing gear.
Making something out of nothing.
Okay… well, maybe it’s not nothing. It’s a beautiful shot. But I’m super fascinated by the idea of slow-moving film. Can there be a shot of one thing and can you build a world around it? That’s what I did here. We don’t see any fish, or really anything aside from one bubble floating to the surface- but as anglers, this is what we see. This is 90% of our time—the water. An ode to fishing is an ode to the calm of the water. So let’s just sit back and watch and pay tribute to the thing we love most.
All sound was done in post production.
“Something cool.”
It’s an interesting prompt. One that is a little bit scary because it’s so open ended. On this one, I just followed my heart and made something that felt cool to me.
I wanted it to feel like you were flipping channels on your old CRT-TV until you came upon a fishing channel and then you stopped and watched for a while.