First Lite / MeatEater
Two passions, one job: creativity and the outdoors.
First Lite had the backing of MeatEater and a stacked team, but no creative leadership in production and photography. That gap was the opportunity. I came in to drive every conversion-based content initiative across the organization and rebuilt how the brand made content from the ground up.
On day one, at a summit with some of the most respected people in hunting, I learned First Lite was leaving the mountains and cornfields for Waterfowl. From there, every campaign was a sprint to the start of a season: a new camo pattern, a new lineup, a full funnel of film.
The launch of Typha
Hit them right in the funnel
Top of funnel
Prospecting films and CTV advertising to reach a broad audience at the awareness stage.
Middle of funnel
An unscripted series profiling the people inside the company with a long history in waterfowl — First Lite as a brand of thought leaders, not tourists.
Bottom of funnel
Product films, how-to guides and deep-dive series on every pocket, zipper and feature, for the most dedicated waterfowlers.
Duckmade series
Waterfowl in First Lite's DNA since day one
Duckmade was the definitive statement: our entry into waterfowl wasn't a blind leap. Positioned mid-funnel, it profiled the people who had been duck hunters long before the product existed.
- Ford Van Fossen — Director of Brand
- Ross Copperman — CCO
- Kevin Harlander — Director of Community
- Casey Hawkes — Director of Customer Service
The Nitty Gritty
Product films for the ones who obsess before they buy
The Nitty Gritty
Each product category, told as an intricate narrative by the product designers — the zipper, the pocket, the pattern, the life cycle. For anyone who wants everything, this was the resource.
Available Now
The same films cut for Connected TV and digital ads — a comprehensive but tight overview of the product, meeting the audience on whatever platform they were on.
