During my time at IFHT FIlms we developed a close working relationship with Trek Bikes and we were given complete creative autonomy for several major campaigns. We developed, produced, and directed high-impact commercials that consistently outperformed Trek's regular benchmarks by 200–400% for views and engagement.
Deliverables for each campaign included: a full-length commercial, 60/30/15/6 second commercial cut downs in several aspect ratios (9x16, 6x9, 1x1) and metadata such as thumbnails, descriptions, and captions.
Campaigns
Once Daily Bikes by Trek
Role: Co-Director / Producer / Writer / Casting
Campaign Goal: April Fool's Day campaign video to increase web following and brand awareness.
Impact: 1 Million organic views across Instagram, Facebook, YouTube.
Trek Fuel EXe
Role: Producer / Co-Director / Writer / EditorCampaign Goal: Promote the launch of Trek's new Fuel EXe bike and help clarify it's core value propositions – light, quiet and nearly invisible.
Impact: Over 300,000 organic views across platforms.
Media Coverage: Gearjunkie, Unofficialnetworks
Looks Like a Session
Role: Producer / Co-Director / Writer / Editor / Casting
Campaign Goal: Promote the launch for the newest version of Trek's flagship mountain bike, the Session. Impact: Drew massive engagement in the target audience – mountain bikers – including nearly a million views across platforms over 30,000 likes and 1,000 comments.
Slash
Role: Producer / Co-Director / Writer
Campaign Goal: Promote the launch for the newest version of The Slash. The goal was to standout in the sea of "cool" mountain bike videos with something stranger than usual.
Impact: [TBD]
Time to Buy an E-Bike
Role: Writer / Producer
Campaign Goal: Help shift the narratives and negative stereotypes around e-bikes to increase adoption and sales of Trek E-Bikes.
Impact: Over 2.5 million YouTube views, 78,000 likes, 2,400 comments
Media coverage: Electrek
Project One
Role: Editor / Producer
Campaign Goal: Create awareness about Trek's online bike customization tool "Project One."
Impact: Drove expanded sales and interest to Trek's new online platform.
Social Campaigns
Role: Producer / Writer / Editor
Campaign Focus: Developed various smaller-scale social content for Trek's various platforms.
Impact: Millions of views and high engagement.