Huk Fishing Fall 2025 Campaign

The brief for the Fall 2025 campaign was simple: own our backyard. We set out to showcase the ACE Basin in South Carolina’s Lowcountry and the culture that defines it. Having been born and raised in South Carolina—and having spent years fishing these marshes—I knew the depth of history in this place and the quiet disappearance of the remote fish camps that were once a way of life.

I reached out to a longtime friend who owns one of these camps and serves as a living archive of the region’s stories and traditions. For three days, our crew of eleven lived and worked in the middle of the marsh—1,000 square feet, one outhouse, learning on the fly how to repair water pumps when they failed. Days were spent poling the flats and sight-fishing redfish; nights were for cooking over open flames and trading stories around the fire.

The result was an authentic, irrepeatable experience that became the foundation of the Fall campaign. I led the creative direction and design across all touchpoints, translating that lived experience into a cohesive visual and narrative system.

The campaign delivered measurable impact. We saw increased ROAS across paid social, email, and DTC—an important milestone for a brand historically associated with summer. The catalog, distributed to both existing customers and an expanded prospecting audience, drove meaningful growth and reinforced the brand’s credibility beyond its core season.