Huk Fishing Fall 2024 Campaign

The Fall 2024 campaign was my first season with the brand. There were a lot of challenges that met me at the door when I walked into Huk. As the new creative department of one for one of the biggest brands in fishing, I got to work. My goal was to begin to elevate a dated brand system, expand on the style, tone, and direction of content and introduce Huk to new customers, and re-engage the loyal base. Blending the two worlds of fishing and fashion is a challenge, but a fun one to start to crack. Instead of just shooting the grip and grin, I focused on the overall experience and all of the moments that surround fishing to begin to bridge the gap between the bow and the bar.

The results were solid. ROAS on paid social and email increased from the previous years (but they didn’t do any), the newly redesigned website massively increased AOV online, and the national brand heat began to turn heads.