NO. 02 / 11 — MIND TOOLS

PRODUCT / WEB / PHOTO / PACKAGING 2021

MIND TOOLS.

From a basement project to retail shelves and online retail worldwide — $0 in advertising.

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An invitation to direct an adventure shoot in the Okanagan Valley became the most complex project of my career — a grassroots product for the climbing community, taken from photography to packaging to a worldwide launch. Every detail, one pair of hands.

CLIENT
The Conscious Climber
YEAR
2021
ROLE
Strategy, direction, design, build, photography
SCOPE
Product launch, end to end
DELIVERABLES
STRATEGY / WEB / E-COMMERCE / PHOTO / PACKAGING / SOCIAL
(THE RESULTS) SOLD WORLDWIDE + SPECIALTY RETAIL ACROSS CANADA
$ SPENT ON ADVERTISING
CREW, DIRECTED ON THE WALL
DAYS SHOOTING IN BC
DAYS OF ORGANIC ROLLOUT
(THE BUDGET)

Not one cent was spent on advertising. The product had to earn its audience — so the content had to be worth climbing for.

(01 — SPECIMEN) TYPE + COLOR
BRAND TYPEFACE — MONTSERRAT / 400 + 800
Aa.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789&?!

Bold Red RGB 235, 62, 42
HEX EB3E2A
Deep Purple RGB 58, 37, 47
HEX 3A252F
Sandstone RGB 233, 230, 212
HEX E9E6D4
(02 — WEB + E-COMMERCE) DESIGNED AND BUILT
The Mind Tools store on a laptop, the full page top to bottom.
A fist gripping a carabiner wearing the green SEND IT sleeve.
SEND IT — THE PRODUCT IN HAND
The store on tablet and phone — product pages and checkout.
RESPONSIVE — TABLET + PHONE
(THE SHOOT)

Two weeks on the cliffs of the Okanagan, directing a crew of four — and learning to rappel down a wall with a full camera kit, because nobody else was going to.

(03 — PHOTOGRAPHY) SHOT ON LOCATION, BC
A climber high on a grey rock face, rope trailing below.
On-location shot from the Okanagan shoot.
A climber clipping the purple BELIEVE sleeve to a cam.
Looking down past climbing shoes to the lake at the base of the wall.
Wide of the crag during the shoot.
A climber roping up at the base.
Product in use on the wall.
A climber working a route in the evening light.
(THE PRODUCT)

Back in Montréal: the site, product photography in a home studio, and packaging proofed and re-proofed until it was ready for mass production in China.

(04 — PRODUCT & PACKAGING) STUDIO — MONTRÉAL
The full Mind Tools set fanned out — BELIEVE, FOCUS, BREATHE, STRENGTH, COMMIT, SEND IT.
The retail two-pack box.
(THE ROLLOUT)

The BC footage was cut into a month of daily posts. Climbing influencers picked the product up and promoted it on their own — reach money can't buy, for money that was never spent.

(05 — CREDITS)
STRATEGY / DESIGN / BUILD / PHOTO
Alex Coanda
SHOOT CREW OF FOUR
Directed by AC
Alex rappelling down a cliff face in the Okanagan, camera rigged to his helmet and pack.
THE DIRECTOR ON SET — OKANAGAN VALLEY, BC