Product launch campaign for Crimp Lab’s MINI climbing block, turning a single shoot day into a hero film, an athlete testimonial, and short-form social cutdowns.
(YEAR)
2026
(TIMELINE)
1 day (shoot) + post delivery
(SERVICES)
Campaign Video
Brand Film
Creative direction
Launching a first product meant building an entire campaign around one shoot day and the realities of an early-stage brand. A hero film, an athlete testimonial, and social cutdowns all had to come from the same footage without the campaign feeling stretched thin.
The MINI is sold through an online configurator, with ten patterns and a wide range of colours. Most of those combinations had never been produced. The campaign had to sell that range without a physical sample of each one.
The shoot was split between an on-set athlete interview and controlled studio product shots, planned so every frame could serve more than one deliverable. The hero film was cut first, with the testimonial and shorts drawn from the same material.
To represent the designs that existed only in the configurator, AI-generated shots were built directly from the real footage and the brand’s own references. The real product remained the anchor. Production stayed lean, the full breadth of the line came through, and Crimp Lab was left with a library it can keep drawing from long after the shoot day.
The campaign is still rolling out in phases and is already translating into sales. Published content has drawn strong positive engagement, and new orders have come in directly from it. For a young brand, that means early momentum and a content base it can keep building on.
1
Hero Film
1
Testimonial
3
Cutdowns
“
Merci pour votre travail de pro! Nous avons apprécié les conseils et les vidéos sont impeccables.
Sophie Lemieux
Directrice Marketing
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