Make it Last - Short Film
Patagonia Climbing Ambassador Katie Lamb sews at her own pace. In an effort to be more sustainable in her fashion choices, Katie chooses to forego fast fashion trends and make her own clothes.
Patagonia Climbing Ambassador Katie Lamb sews at her own pace
I recently had the incredible opportunity to direct, shoot and edit this short film with Patagonia. The short 1.5 minute branded documentary film delves into the intricate parallels between Katie Lamb's passion for rock climbing and her craftsmanship in sewing. This article aims to provide an in-depth analysis of the video production process and some of the lessons I learned from working with the Patagonia team to share this story in the best way possible. Also, if you didn’t hear the news already - Katie Lamb became the first woman to send V16 just a couple weeks before we filmed this video. If you’re not a climber, I’ll translate. Katie made history. She broke the record for the most difficult bouldering route that a woman has ever climbed.
Collaborating with Patagonia
To just provide a bit of personal reflection and genuine emotion in here, I’ve been dreaming of working with Patagonia for a long time. Not only are they a shining light in the environmental protection space, they are a gold standard in character driven outdoor adventure films - my specialty. From when my name finally got recommended to their video team, things moved fast. I was soon on walking by a rock climbing gym at Patagonia’s headquarters to meet their team in person and start planning ahead for many more Roo Smith x Patagonia collaborations to come. But, let’s not get too far ahead ourselves and focus on this Make it Last project for now :)
Simple is Best
My journey with Katie Lamb began in San Francisco, where I had the privilege of capturing her daily life and creative process in her sewing room. The film's production involved a delicate balance of intimate close-ups showcasing Lamb's meticulous sewing techniques and in the moment interviews highlighting her various pieces of clothing. By meticulously curating the visual narrative, I aimed to accentuate the seamless connection between Lamb's craftsmanship and her love for the great outdoors
The cinematography relied heavily on the use of natural lighting and carefully composed frames to emphasize Lamb's authenticity and the natural beauty of her surroundings. I used a specialty probe lens to capture the intricate fabric details which allowed me to get up close and personal in capturing her sewing process.
Considering this entire film was shot in a span of a couple of hours and took place in Katie’s living room, with just one light present, I’m very happy with what I was able to create in such a small area.
Promoting Sustainable Fashion Practices
The marketing strategy for "Make It Last" focused on aligning Katie Lamb's personal journey with Patagonia's brand values of sustainability and mindful living. The film aimed to showcase Lamb's commitment to creating timeless, durable clothing, thus reflecting Patagonia's mission of promoting sustainable fashion practices.
By highlighting Lamb's passion for crafting enduring garments over fleeting trends, the film effectively communicated Patagonia's ethos to the audience, fostering an emotional connection and reinforcing the brand's identity as a proponent of sustainable living.
Through strategic content dissemination across various digital platforms and social media channels, the marketing campaign aimed to leverage the short film's emotive storytelling to engage with a diverse audience.
The use of targeted advertisements, social media promotions, and partnerships with relevant outdoor athletes helped amplify the reach of the project, thereby enhancing brand visibility and fostering a deeper connection with Patagonia's target demographic.
Pairing Video Production & Creative Marketing Strategy
"Make It Last" stands as a testament to the creative synergy between video production and strategic marketing in conveying the compelling story of Katie Lamb's journey as a climber and a sewist. By intricately intertwining Lamb's passion for sewing with her adventurous spirit, the short film successfully resonated with the audience, effectively conveying Patagonia's commitment to sustainable living and durable craftsmanship.
Through a well-executed marketing strategy, the film not only amplified Patagonia's brand message but also fostered a deeper emotional connection with the audience, reinforcing the brand's identity as a proponent of mindful and purposeful living and consumption.
If you enjoyed the video, feel free to let me know - say hello using the contact form below :)
Want to Work Together?
Roo is a commercial/documentary filmmaker and photographer based in Boulder, Colorado but travels all around the world for his filmmaking career. He has directed documentaries for Patagonia in California, produced films for Outside Magazine throughout Europe and Africa, camera operated for Netflix in the Rocky Mountain West, photographed among indigenous communities in South America, and has received notable recognition in his hometown of Orcas Island in Washington State for his work telling uplifting stories in the outdoor space.
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