B&G: ZEUS SR
B&G is the only dedicated sailing brand in the Navico Group portfolio.
I'm a sailor.
It was a match made in heaven.
The launch of B&G's Zeus SR Chartplotter was a big deal for me as it was my first project working as the team's only Creative Director.
Subtleties of Positioning
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Zeus SR was aimed at experienced sailors. People who already knew what they were doing, and didn't need a piece of technology getting in the way.
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The Elevate Your Instincts message positioned the product as a co-pilot and empowerer, rather than the star of the show.
Dodging Storms​
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We shot the campaign footage and stills in Palma, Mallorca. Great! Except a tight turnaround ahead of a spring product launch meant we were shooting in winter. This meant dodging storms. This meant our planned long weekend of filming was cut to just a day and half. That's when the value of working with an experienced and efficient production crew really came to the fore.
