Social media campaign · Garmin fēnix 3 HR & Titanium Our part: edit

A campaign, no new shoot.

Garmin had two films and a set of photos for the fēnix 3 — they just weren't working as they were. Our brief: turn them into a campaign every Garmin market could roll out on its own, without a new shoot. We didn't shoot — we cut, thought and designed.

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What we did – and what we didn't

Up front, in full transparency: the footage came from Garmin — shot by their Italian production teams, and the rights to the material sit with Garmin. We didn't shoot a single frame here. Our contribution was a different one — and in this case the genuinely hard one: building a campaign that sells, out of existing material that wasn't usable as it stood.

Garmin EMEA (Marketing Communications Outdoor/Cycling) came to us with two finished films and photos for the fēnix 3 — but the films hadn't turned out the way they would need to for the planned rollout. Instead of reshooting, we were to turn them into usable social content with a clear idea and strategy: in English, so that every country market (each with its own Facebook, Instagram, Twitter and YouTube channels) could easily adapt it.

So our work was the edit concept and everything around it: we broke the films down into individual themes, cut short feature recuts from them, designed the matching key visuals in Garmin's »Beat Yesterday« look, and poured it all into an editorial plan the markets only had to fill in. One benefit, one post, one message.

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Three athlete worlds, one look

A look at the material we cut from: trail running on the Côte d'Azur with the Camus brothers, Marco De Gasperi at Lake Garda, and Simone Moro in the snow-covered Dolomites.

The trail brothers Camus running across a green mountainside – fēnix 3 HR

Trail runner with a running pack on a mountain path

Marco De Gasperi running along a rocky mountain ridge

Vast mountain scenery at Lake Garda – Marco De Gasperi

Snow-covered Dolomites – Simone Moro's world

Mountaineer in the snow with the fēnix 3 Titanium

Why a job like this takes real skill

Cutting a good shoot is one thing. Building something that sells out of footage the client had already written off is another. That was exactly the task here – and exactly where our strength lies: the idea, the dramaturgy in the edit, the feel for the one moment that makes a feature click, and a look that stays on brand.

We didn't just trim clips. We thought in sequences: which athlete credibly carries which feature, in what order the posts run, how attention flows into education into selling – and what an editorial plan looks like that twelve countries can use without a single follow-up question. That is post-production as campaign work. And the beginning of a long collaboration with Garmin.

Edit & concept

One benefit, one spot – two films became nine

The core of the job: we broke the two existing films down into their individual strengths and cut short, ready-to-run spots from them – 15 seconds each, in 16:9 and 1:1, with text inserts and a clear closing message. One feature, one spot, one statement.

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All spots were cut from footage supplied by Garmin. Rights to the material: Garmin.

Design

The finished posts – delivered as images

For every video spot we designed the matching image posts – attention visuals with an inspiring claim and selling visuals with product and call to action, all in Garmin's »Beat Yesterday« look. Delivered as finished 1:1 images for the markets' feeds.

Attention post »join the family« – the trail brothers Camus, fēnix 3 HR

Stress Score – the Camus brothers at the campfire, »dear stress, let's break up«

Selling post – fēnix 3 HR Performer Bundle

»limits are for highways« – Marco De Gasperi, barometric altimeter

Personalized training with Garmin Connect – Marco De Gasperi

Selling post – the smart sports watch fēnix 3

TracBack – Simone Moro on the snow-covered ridge

ABC sensors – Simone Moro, »a matter of survival«

Image posts and key visual design by B&T Film, based on the photo and film material supplied by Garmin.

Getting the most out of existing material

Not every film needs a new shoot. Often there is an entire campaign sitting in existing material – you just have to find it: the right theme, the right cut, the right message. We think content from the outcome backward: one benefit per spot, adaptable across channels and markets. If you have footage that can do more than it currently shows, we'll bring it out.

Corporate & product film →Sports & Outdoor industry →

The job at a glance

Client: Garmin – Marketing Communications Outdoor/Cycling/Action Cam EMEA
Product: Garmin fēnix 3 HR & fēnix 3 Titanium – multisport GPS watches
Year: 2016
Brief: Turn two existing films + photos into a social media campaign adaptable across EMEA
Our part: Edit concept, edit & feature recuts, key visual design and editorial plan. We did not shoot – the footage came from Garmin.
Material: Two films (trail brothers Camus / fēnix 3 HR & Simone Moro / fēnix 3 Titanium) + photos (Marco De Gasperi)
Result: 9 feature spots (16:9 & 1:1) + image posts + editorial calendar – rolled out via the country channels across EMEA
Campaign look: Garmin Global »Beat Yesterday«
Team: B&T Film: Florian Maderebner (concept & edit), Lisa Polt (strategy), Klaus / madeinmybrain
Rights: Rights to the material and the athletes' likenesses sit with Garmin and the athletes. Use as a reference only with approval.

Partners & context: Garmin ↗

Who worked on it

Crew

Florian Maderebner – Edit Concept, Edit & Creative Lead
Lisa Polt – Social Media Strategy & Editorial Plan
Klaus / madeinmybrain – Execution & Concept Sparring

In front of the camera (Garmin athletes)

Sébastien & Sylvain Camus – trail runners, Team Garmin Adventure (Nice)
Marco De Gasperi – mountain running world champion (Lake Garda)
Simone Moro – high-altitude mountaineer & rescue helicopter pilot (Dolomites)

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