InGoodTaste Casts into the Angler's Obsession for Columbia Sportswear's PFG Campaign

Mar. 20, 2024

InGoodTaste, the creative consultancy in collaboration with Columbia Sportswear, is kicking off their spring campaign for Columbia’s new Professional Fishing Gear collection, "That’ll Fish." The campaign showcases the unwavering spirit and dedication of committed anglers for whom fishing is both a lifestyle, one passed down through generations, and an obstacle-defying passion.

Location played a pivotal role in the production, with the goal of identifying a wide diversity of angling experiences so that different types of anglers would see themselves in the work. The team sought various fishing techniques, from fly to traditional spin and baitcasting; a wide range of species; and a variety of waters, including saltwater off-shore, in-shore flats, and accessible freshwater ecosystems. The coastal shores of Charleston, South Carolina emerged as the ideal destination due to its angler’s delight of ecological richness and habitat.

InGoodTaste Chief Creative Jason Herkert said:

"Production revolved around tides, optimal fishing times, lighting conditions, sunrise and sunset opportunities, weather patterns, and secret fishing spots. Every detail was considered to genuinely capture the authentic essence of the angler's world and showcase their extreme dedication. Through this process, the team started to feel the same level of obsession in the details that anglers experience daily."

 

That obsession was undeterred even when, two days before the shoot, news of an impending Atlantic Hurricane broke. InGoodTaste in partnership with FlyLords production swiftly initiated provision planning and worked tirelessly with captains, anglers, marinas, and crew members to adapt plans, revise schedules, and prioritize safety. With a small break before Hurricane Idalia made landfall, a resilient crew and dedicated anglers seized the opportunity to venture out before sunrise. Over the course of four days the team was met with hurricane winds and a fair share of thunder, lightning, heat and swells. This all added to the epic backdrop and moody skies, but the in between moments of calm, while brief, were equally appreciated.

Scott Trepanier, VP of Marketing at Columbia said:

"Nothing can keep anglers from their chosen obsession, but rain, heat and gloom sure can affect the experience of a day out on the water. That’s why Columbia is equally obsessed with keeping the elements out, with performance fishing gear that keeps anglers cool, dry and comfortable on their feet. Through this collection and campaign, we’re honored to support their unwavering dedication and love for the water."

 

The "That'll Fish" campaign will be rolled out through various channels, digital platforms, print media, and experiential activations. It will encourage anglers and outdoor enthusiasts to share their own fishing experiences and join the conversation using the hashtag #ThatllFish.