APEX WATERCRAFT
CREATIVE DIRECTION + COMMERCIAL PHOTOGRAPHY + COMMERCIAL VIDEO PRODUCTION
Apex Watercraft is the brand new brain child of Eric Jackson. Eric, if you don't know already, is THE name to know in all things kayaking. He is a 4-time World Champion freestyle kayaker, the founder of America's #1 kayak company called Jackson Kayak's, a professional kayak fisherman, a previous Olympian, and has been responsible for many of the cutting designs that continue to revolutionize the industry each and every year.
We were hired to develop the marketing assets used in the Apex Watercraft launch. The most exciting part is that Apex is brand new, allowing us the freedom to shape the brand along side the genius himself. Apex kayaks are truly unique. Being fully constructed from carbon fiber, these kayaks are drastically lighter than traditional kayaks allowing much more versatility on the water and easier transport to usual hard to reach places. Our task was to visually depict this cutting edge technology.
PROJECT: INTRODUCTION
The purpose of this project was to introduce the adventurous spirit and genius design that have come together to produce Apex. The camaraderie, the stoke, the accessibility no matter the age of the boater are all product highlights of a carbon fiber boat. Apex features a product line of 3 different boats, all having different use cases. The "Introduction" piece is a brand film showcasing all of those products.
We traveled a scrappy 4-man crew to the rivers of Tennessee to create multiple cinematic short films showcasing the lifestyles and benefits of each boat in the Apex Watercraft arsenal.
My brand is an extension of myself and my many decades of work. They treated my brand video with the care and expertise needed to really bring out the best in what I have to offer. Working with the DSCA team is like having good friends over to lead you through some fun exercises. They get the job done quickly and effectively, and set a great mood for capturing the best possible content. look forward to putting them to work on more projects.
Eric Jackon, Founder of Jackson Kayak and Apex Watercraft
We felt it was important to not only show the usability, sleekness, and versatility of the boat but to also let the voices of REAL customers be heard from within the Apex circle. We developed a series of micro-documentaries from the perspectives of the brands Spokesperson, a junior Team USA kayaker, and a retired U.S. veteran turned kayaker to give a sense of honesty and transparency into the brand itself. We recognized the value of this industry changing product immediately but needed to be able to show others that same value in a cinematic and exciting way.
DS Creatives Agency was able to provide over 8 finalized videos and 30 photos to aid in the public launch of Apex Watercraft.