REEDIN Collection 4

Producer / RYAN OSMOND

In the Collection 4 project for REEDIN, we spearheaded the content creation for this major kitesurfing product launch. Starting in December 2022, our role encompassed strategic planning and innovative execution across various South African locations. We aligned closely with REEDIN's team to understand the unique features of each new product, translating these into engaging digital narratives. Utilizing dynamic filming techniques, including POV and wide-angle shots, we crafted immersive content that vividly showcased the advancements and versatility of the new kitesurfing gear. The project concluded with a successful launch in May 2023, reflecting our capability in creating compelling, brand-aligned digital stories.

A Visual Emphasis on Versatility

In planning the May 2023 launch for REEDIN's Collection 4, our strategy was clear: showcase the "grab and go," versatile nature of their all-discipline kite model. We aimed to convey the instant enjoyment and simplicity of the kite, a challenge in a video format where the feel of the product is as crucial as its appearance.

Our solution was to bring the viewer into the heart of the action. We opted for action camera POV shots, eye-level mounted on athletes, alongside 360 cameras and FPV drones for dynamic close-ups and tracking. These methods allowed us to capture the energy and excitement of the sport, breaking away from traditional long focal length shots.

Quality was a key consideration. While action cameras provided the energy and immediacy we desired, there was a risk of lower quality and distortion. To counter this, when highlighting the kite’s technical aspects, we used high-quality cameras with minimal distortion lenses, ensuring an accurate representation of the product.

This dual approach – dynamic action shots for the feel and high-quality detailed shots for technical features – successfully communicated the essence of REEDIN’s Collection 4, aligning with the brand’s message of a versatile, all-encompassing kite.

Production Timeline (stages of production)

Content & Marketing Strategy

DECEMBER - 2022

Strategy Development: Collaborated with REEDIN’s team to understand the new kitesurfing products and their target audiences.
Content Planning: Developed a detailed content strategy, including shot lists and narrations, tailored to showcase each product’s unique features.
Logistical Coordination: Organized photographers, athletes, equipment, and selected optimal locations based on specific kitesurfing disciplines and product requirements.

Pre-Production

JANUARY - 2023

Confirmation of final product specs (sometimes things change for final production)
Collection of assets (logos, colour codes, fonts, renders, additional footage, images)
Building of file structure for footage log and backup
Creation of project, populating it with assets, building timelines (Ready for editing and footage)
Script writing
Shot lists & equipment lists
Production equipment organisation, equipment rental and freelancer booking
Location scouting & Production Scheduling

Production

FEBRUARY - 2023

Updating production plan based on weather conditions and lighting.
Organising and directing each shoot based on shot list improvising where required.
Collection of all media
Daily organisation and backup of all media
Collaborating with brand for any new ideas or adaptations
Generating dailys