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.
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
“If we can sell someone on the experience first, it’s much easier and more fluid to sell them on the products used to obtain said experience,” Sage Marketing Manager, David Lantz, explains. “These campaigns have been fantastic in achieving this goal and have turned into our main way to connect back to our customers—with multiple digital and email tiebacks utilizing the plethora of content each Season produces.”
The baetis begin to come, one by one, looking like little gray-sailed
boats. They flip and flutter on the surface as the wriggle from their
nymphal shucks and try to break the surface tension that holds them
making them easy prey for the eager trout below. The hatch is on. As
it builds, fly-catchers and warblers gather in the bankside brush, as
the bugs start popping the birds begin flitting and flapping to pick
them out of the air.
The scene stands in contrast from the early morning, when the midges
provide a sporadic snack for the brown, rainbow, and native yellowstone
cutthroat that inhabit Nelson’s Spring Creek —a legendary spring creek
in Paradise Valley— a place so iconic and beautiful it’s the paradise
you might create in your dreams.
But this place is not a dream. For forty-five years my uncle has made the
pilgrimage to the spring creeks of Paradise Valley, and along the way
discovered where the good fish hold, when the hatches will go, and how
to tempt a fish to rise on this most classic and idyllic western trout
water. This standing reservation has remained an unbroken rite of
spring through four decades.
That family connection means I’ve crossed Carter’s Bridge many weekends in
May, each time that first panoramic view of the Yellowstone’s cottonwood
lined river channel hits me, the memories of past trips come rushing
back. They blur, but all seem to color my subconscious with wading out
into a perfectly still creek with my uncle to fish the golden early
evening light as the day wraps — and watching him masterfully work
rising fish while perfectly back dropped by the, idyllic, snowcapped
Absaroka (pronounced Ab-zor-kuhs, I learned early on) mountains.
One of my early trips I recall working fish with my uncle in one of our
favorite runs up from the old duck blind. I observed a couple of these
learned trout suspend, then move in to inspect a bug only to abruptly
move to reject it at the very last minute. Naturals mind you, but in the
friendly confines of these spring creeks fish are treated to the very
best bug buffets, which allows them to be so damn picky.
This ritual and these experiences have become such an ingrained part of my
life and especially my spring, it brings with it the anticipation of
what the rest of the summer holds and it celebrates the first major
hatch of the year, which is why we were here, again, on time.
Then it happens, suddenly but deliberately. A nose breaks the surface and
then, after what feels like an eternity, the tail. That full-bodied
rise is a thing of beauty. That’s a good fish, I think silently, that’s
the one.
As the hatch continues to build steadily everything that’s going on in my
head ceases to matter, I go into a zen-like state and focus every ounce
of energy on the fish. I steady myself, dig my feet into the silt and
mud and try to get into the fish’s rhythm. I have every intention of
feeding him that, painstakingly tied, cdc winged imitator. SET.
I tell myself calmly, lift the rod, and there is a brief moment of head
shaking and tension…. then slack. My heart sinks, and then from the
uninvited peanut gallery I hear the all too common phrase that sums up
this performance precisely and truthfully, as only someone related could
speak. “You Suck.” I look around at my surroundings, the mountains,
the creek, and realize catching fish is only a part of why we do this,
these experiences are what keep us coming back year after year.
My heart lifts when I see another pod of fish feeding, their shadows
undulating side to side as they held just under the surface of the
crystal-clear water inspecting bugs for their next meal, and
occasionally rising up to slurp one up. The cast is perfect, with a
slight mend that allows the fly to drift naturally over the pod of fish.
Then the lead fish moves in to inspect and in act of conviction lifts up
and, in that slow cutty style, he takes my baetis and runs down stream.
I get him on the reel and following some thrashing and splashing, I
corral him into the net. I am mesmerized by the golden olive tone, the
rosy tone of the gill plate, and the sharp orange stripe under the jaw.