Howler Brothers

What do they need?
I'd say pack a gun...

THE Ask
Develop a campaign–centered around a hero video–that builds awareness and excitement for the Swan Valley Monster collection. 

THE Insight
Howler Brothers’ fans don’t respond to “ad campaigns.” The work needs to engage them in a deeper way.

THE Idea
“Chasing the Swan Valley Monster” is a 17-minute mockumentary-style short film rooted in Snake River mythology dating back to a monster sighting in 1868. The clothing collection, known as “The Swan Valley Monster Mutation” serves as a collaboration between Howler Brothers and the South Fork Lodge, an Idaho fly fishing retreat owned and operated by Howler Brothers’ ambassador Oliver White and entertainer Jimmy Kimmel. Kimmel collaborated on the project; doing a voiceover that details the “historical” backstory of the monster as told through animation. The film debuted at an outdoor screening in Austin, TX; followed by an online release.