Client: TREW Gear
Project: “TREW To You” Community Film Project
Role: Marketing Director/Creative Director
Back in April 2022, TREW was on a quest for a way to scale the TREW brand into new audiences, connect with new riders, and elevate the untold stories of the snow sports world. The result of much thinking and strategic considerations was the creation of the TREW to You Community Film Project: a project in which TREW selected 10x teams from all over North America, each having 6x weeks to film and 4x weeks to edit a 3-5 minute film showcasing their community, their local stomping grounds, and what “stay TREW” means to them. Each team got fully kitted in TREW Gear along with $1K startup cash, and gear from other partners. At the conclusion of the editing window, we took all 10x films, combined them into one feature length film, and went on the road conducting screenings in the hometowns of each team. Throughout the screening process and digital release, viewers were able to vote on which film they like the best, with the winning team receiving a $10K prize.
Season One was a great success and amassed over 3.4M impressions across all owned channels. This venture allowed TREW to create an entire media ecosystem and platform for the brand, continually bringing new brand advocates into the fold, and creating a continuous stream of brand awareness driving activations. TREW is currently in the midst of TREW to You Season Three, which includes higher profile brand partners, more experienced teams, and a $15K cash prize for the winning team.
