Confidence in Hand
CRKT tasked us with helping it launch a full line of new products and two new-to-CRKT innovations, Assisted Opening and Field Strip Gen II. With a host of powerful and exciting designs, CRKT anticipated this launch to signal a landmark year, and for a brand that always sets its own bar very high, that was saying something. It was our job to bring the noise such a momentous year deserved.
Core to CRKT’s Confidence in Hand mindset is respect for the people who depend on its tools day in and day out. As such, fictionalized depictions of knife users wouldn’t cut it — we needed real stories, real people, real grit. After days of diving into our adventurous rolodexes and making phone call after phone call, we found five people who lived Confidence in Hand every day.
Trail's End Saddle Shop
Pro Fishing Guide
Alice & Van Helker
Fjordlux Oyster Farm
Resisting the urge to focus on the intrigue of new products, we dove into the human stories of three real-life customers, all who subscribed to the march-by-the-beat-of-your-own ethos that the CRKT brand has long embraced. This allowed the products to come to life in their natural environment, where Confidence in Hand truly makes sense — in the angry oceans, the expansive skies, and deep in the woods.
The core component of these stories was a series of media-rich articles that would live on the CRKT blog. Replete with photos, video, and an honest retelling, this is where we drove traffic from all other channels. Thanks to the inherent intrigue of the stories, we were able to draw inspired eyes to calls to purchase embedded throughout the articles, inviting customers to start their own story with CRKT.
“I so appreciate Devise giving me the opportunity to get a behind-the-scenes look at the photo shoot. It was incredible to see the amount of thought and preparation that went into each shot, and how passionate each member of the team was about what they were doing.”
Mark SchreiberPresident - CRKT