As one of the oldest trades on Earth, the maritime industry is a lasting symbol of man’s strength, ingenuity, and spirit. Where water meets steel, the sea constantly tests the limits of the tools we create to navigate and withstand its challenging environment. FAILURE IS NOT FORGIVEN was the focus of this early spring campaign for rugged outdoor retailer, Filson, with location photography and video supporting cross-channel deliverables including catalog, social media, email/digital, in-store, and other placements. This was the first stage of a two-part campaign.
Long Form Campaign Video
Short Form Campaign Video
Typically, the early Spring catalog included a printed poster/calendar. To emphasize the maritime theme for the quarter, a lunar calendar was developed; a useful tool for keeping track of tide cycles.
Divers Institute of Technology offers a seven month course in the Fremont neighborhood of Seattle. In the end, students will gain over thirteen certifications for a career in the underwater maritime industry.
Underwater “burning” is demonstrated. The fuel rod used reaches temperatures around 10,000 degrees Fahrenheit, allowing it to easily cut through any material a diver may encounter.
Instructor “Woz”.
Instructor Jeff left the world of finance to pursue a career in diving. Instructors are encouraged to maintain work in the industry, and sometimes call on their students to join them on locations such as oil platforms, salvage operations, and, recently, a nuclear power plant.
Instructor Jeff prepares to go underwater. He wears a shirt and bibs over his dry suit as a protective layer from jagged metals, barnacles, and other hazards that could compromise his diving gear.
Through a window, instructor Britt observes a student in a water tank.
A student prepares to enter a water tank to demonstrate knot tying skills. The message DON’T HIT MET written on the helmet is a humorous reminder that the student will be blindfolded during his time in the suit.
Instructor Jeff lowers into the classroom water tank.
Since it was founded in 1968, Divers Institute of Technology has equipped people of all walks of life with the skills necessary for underwater construction. As one of only three educational facilities in the country that can offer international certification, DIT alumni support the maritime industry all over the world.
CREDITS
VIDEO: Freeride Entertainment
PHOTO: Travis Gillett, Scott Serfas
UNDERWATER: Ian Seabrook
MY CONTRIBUTION: Concept, producer, location art director, video art director, writer
