The world of marketing is full of both truths and half-truths. Yet, as I reflect on my role as a filmmaker in the outdoor marketing space, one word consistently stands out to me that is true and has always been true: connection.
If I had to stake my entire reputation on one belief, it’s that people today are seeking genuine, authentic connection. I also believe that brands hold the potential to help foster these connections in a way that is deeply fulfilling for both their audiences and the brands themselves.
As humans, we inherently strive for connection, and in many ways, connection is one of the natural outcomes of great branding and storytelling. Brands can build these bonds by telling stories that are not only authentic but also powerful—because when a story has a true, life-changing impact on an audience, its effect is undeniable.
Before diving deeper, I want to clarify what I mean by “story.” It’s become a buzzword, often diluted and misused to describe content that feels formulaic or uninspired. In the outdoor industry, many of the stories we see follow a similar pattern: someone does X, and it changes them. Few stories truly stand out as unique or are told in a fresh, creative way. I say this with humility, knowing that as a production company, we also have a role to play in changing this narrative.
However, when a story is truly unique, it has the incredible power to form a deep connection and, in some cases, even change someone’s life. This realization hit me while reading the comments on our film Inches to Miles with Athletic Brewing Company.
As I went through the comments, I couldn’t help but feel a sense of pride, knowing that we played a part in fostering the connection, affirmation, and inspiration that so many viewers experienced. While the true honor lies with the characters who shared their stories, I can’t help but wonder how profoundly this particular story might impact the lives of those viewers. Who knows how it could shape their journeys moving forward?
It may sound simple, but when brands share stories like these, they build a genuine connection between themselves and their audience—one that transcends the product and creates a lasting emotional bond.
Cole Heilborn
Producer, Director
Hero photo by: Riley Seebeck
