Coming Soon: A Film Made To Sell Gear

Brandweek: Oakley, which created film company 1242 Productions to promote awareness of its core board-sports market and its athletes, is releasing The Community Project, a snowboarding feature. The film is stocked with action/adventure scenes from many of the world’s top snowboarding locations. Oakley markets eyewear, apparel, gear bags and wearable electronics.
“1242 Productions gives us the ability to provide a unique visual platform to showcase [our] athletes in their respective core sports,” said Pat McIlvain, Oakley global sports marketing director.
The film features some of the world’s top snowboarders including Travis Rice, J.J. Thomas, Zach Leach, Tyler Lepore, Terje Haakonsen, Bryan Iguchi, Andy Finch, Kyle Clancy, Eero Ettala and Shaun White, among others. They’re filmed on location in New Zealand, Japan, Jackson Hole, Wyo., Alaska and British Columbia. The production team includes veteran cinematographer Rich Goodwin, editor and cinematographer Curt Morgan, and Circe Wallace and Travis Rice serving as producers. The film’s major sponsors are Oakley and Red Bull.
The Community Project will be sold by Oakley retailers, Ally distribution, Champion Visions, Method Media and Platinum distribution with a manufacturer’s suggested retail price of $29.95. To publicize, the film is currently showing at select theaters and colleges, and is shipping to specialty retailers nationwide.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.