The brief

Field and Fell were launching a two-person tent and had one weekend of good weather to film it. They needed a film that worked silent, on a phone, in five seconds.

What we did

Callum storyboarded every shot around one idea: the tent going up in under a minute. We shot on a hillside in the Trossachs, cut a 40-second hero film and then twelve smaller versions.

How it went

Every cutdown has captions and a clear first frame. The teaser loop now sits at the top of their homepage.

What changed

The launch film became their most watched piece of content, and the loop lifted time on page by a third.