CRKT 2025 Launch

The CRKT 2025 Launch Trailer was created to introduce key products from the upcoming line while setting the emotional and visual tone for the year’s campaigns. Designed as both a standalone hero film and a foundation for a modular content system, the trailer previewed the “stories” and activities that would anchor brand messaging throughout the year—each centered on the confidence and personal satisfaction people find in the activities they love. The footage, tone, and narrative structure were repurposed across seasonal launches, cultural moments, and paid/organic campaigns, making this trailer the core storytelling piece for the brand’s 2025 creative direction.

Context and Challenge
Going into 2025, CRKT needed to unify previously fragmented content streams and establish a flexible campaign foundation that could support storytelling across the entire year. With a diverse audience and a wide range of activities to represent, the brand needed a hero film that felt grounded, relatable, and emotionally honest—something users could see themselves in. The creative challenge was to produce evergreen content that could anchor multiple product stories and seasonal campaigns while working within a tight budget. The solution had to be modular, authentic, and visually cohesive enough to guide a full year’s worth of brand communication.

Reuse & Rollout
From the outset, the trailer was intentionally designed as a modular content engine—an asset built to stretch. Footage, themes, and story moments were repurposed across seasonal product releases, social-first campaigns, email launches, paid ads, and cultural-moment tie-ins throughout the year. The film also fed into broader brand storytelling initiatives, integrating seamlessly with CRKT’s existing asset library to create fresh variations without requiring additional large-scale production. This approach maximized a limited budget while maintaining consistency across channels, supporting a unified and scalable creative direction for 2025.

Roles & Responsibilities
-Led creative direction for the hero trailer, guiding visual language, tone, pacing, and story structure.

-Directed external production teams to capture lifestyle stories that would carry through multiple campaigns across the 2025 calendar.

-Developed the overarching narrative framework focused on confidence, personal satisfaction, and continued engagement in meaningful activities.

-Managed creative alignment between internal stakeholders, production partners, and cross-functional teams to ensure the trailer reflected the new brand direction.

-Edited the final film, shaping narrative flow and visual cadence to support campaign messaging and emotional tone.

-Built the foundation for a modular content system—allowing footage and themes from the trailer to be re-used across product launches, social campaigns, and key cultural moments throughout the year.

-Ensured consistent brand translation across all assets derived from the trailer, maintaining a unified look and feel across digital, social, and product-story mediums.