Embark on a journey into the world of angling with Columbia Sportswear’s latest campaign, ‘That’ll Fish.’ Developed in collaboration with InGoodTaste, a renowned creative consultancy, this spring campaign introduces Columbia’s new Professional Fishing Gear collection with a focus on the unwavering passion and dedication of anglers.
For those who live and breathe fishing, it’s more than just a hobby—it’s a way of life passed down through generations. The ‘That’ll Fish’ campaign celebrates this enduring spirit, portraying anglers as they navigate the challenges of the water in pursuit of their passion.
A key element of the campaign is its emphasis on location. InGoodTaste and Columbia Sportswear aimed to capture a wide diversity of angling experiences, ensuring that different types of anglers could see themselves reflected in the campaign. From fly fishing to traditional spin and baitcasting, the team showcased various fishing techniques across a range of environments, including saltwater off-shore, in-shore flats, and accessible freshwater ecosystems.
After careful consideration, the coastal shores of Charleston, South Carolina were chosen as the primary filming location. Renowned for its ecological richness and diverse habitat, Charleston provided the perfect backdrop for the ‘That’ll Fish’ campaign.
However, just two days before the shoot, news of an impending Atlantic Hurricane threatened to disrupt plans. InGoodTaste, in collaboration with FlyLords production, quickly sprang into action, implementing contingency plans and prioritizing safety above all else. Despite the challenges posed by Hurricane Idalia, the resilient crew and dedicated anglers persevered, seizing every opportunity to capture the essence of the fishing experience.
Over the course of four days, the team encountered hurricane winds, thunderstorms, and swells. Yet amidst the chaos, there were moments of calm and clarity that added to the epic backdrop of the campaign. From moody skies to serene waters, each shot captured the raw beauty and unpredictability of the fishing world.
‘That’ll Fish’ is more than just a campaign—it’s a testament to the passion and dedication of anglers everywhere. Through stunning visuals and compelling storytelling, Columbia Sportswear invites viewers to join the adventure and experience the thrill of the catch firsthand.
Published in the United States in March 2024, the ‘That’ll Fish’ campaign comprises a diverse range of media assets, including digital content, film, and photography. Created by the talented team at InGoodTaste, this campaign exemplifies the intersection of creativity, innovation, and outdoor exploration.
So, whether you’re a seasoned angler or a novice enthusiast, dive into the world of fishing with Columbia Sportswear’s ‘That’ll Fish’ collection and discover the joy of the great outdoors.
