Rapala Australia

The brief

Rapala wanted product content for the CrushCity soft plastic range that did one thing: show the lure actually working. Not a studio spin on a turntable, not a hand holding a packet. The plastic in the water, and then the plastic in the fish.

Our role

Sam led the shoot and the edit. We fished the range properly across the Victorian High Country rather than staging it, which meant the footage had to be earned. Every lure in the films was fished until something ate it.

Bringing it to life

We built a short film for each plastic in the range, the Imposter, the Suspect and the Creeper, so each one can sit on its own product page and stand alone on social. The frame that does the work in all three is the same: the lure still in the fish's mouth, hook visible, before the release.

It is the only shot that proves the thing the packaging can only claim. The same trip covered the Backwater Backpack. Same rule as the lures, shoot it in use rather than styled. It gets worn on the bank, set down in the grass, and packed with the range, which is how anyone buying it will actually see it.

That became its own social reel alongside a stills set for retail and wholesale. Across both we shot a stills library covering the lures, the packaging and the gear in real use, so the brand has assets for retail, wholesale and social from a single trip.

• Films. 3, plus one social reel
• Range. CrushCity and Backwater
• Species. Golden perch, redfin