Sage
  • Seasons Campaigns

    Groundbreaking Brand Platform
    Social and Email Campaigns
    Photo and Story Editing
    Creative Direction
    Editorial Direction

    In 2016 Sage looked to my creative and content teams to expand their brand storytelling. Deep seasonal themes within fly fishing were quickly identified and harnessed to elevate their brand presentation and tap into the true, visceral experience of the sport. We utilized transportive editorial-style storytelling, inspiring images, how-to videos, and developed an entirely new design framework allowing Sage to tell the story of the season on their website in a compelling, culturally relevant way.

    With an enthusiastic response from a very loyal following, the Sage team was blown away by results—calling the storytelling pages a “game-changer”—and signed up to continue development on the concept with approval for an expanded second season. What launched first with “Two-Handed Season” has gone on to span three recurring themes—Swing, Salt, and Trout—across two years.

    Content from each Season was carved up into email campaigns—that have enjoyed impressive open and click-through rates—and promoted via display and print ads, and social media posts. Stunning video storytelling, conservation awareness, and product recommendation elements were added in later installments as the Seasons campaigns evolved, and we’re currently expanding the project further: working with Sage to develop new themes beyond the original three, including an alpine trout special edition launching in August.


    Link to Backcountry Trout
  • Seasons Trout

    Groundbreaking Brand Platform
    Social and Email Campaigns
    Photo and Story Editing
    Creative Direction
    Editorial Direction

    For the 2018 version of the highly successful Sage Seasons campaign, we recruited trout bum Kyle Toyama to pen a piece about his seasonal returns to the Yellowstone valley and his family's long-running connection to that iconic place. Paired with images from Jeremiah Watt, the campaign was once again extremely successful at defining a unique Sage perspective on the culture but was the first one specifically centered on an iconic location. Ancillary elements included a conservation video, email campaigns and a writer spotlight on Kyle's work.

    Link to Backcountry Trout
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