Mustad
Work with Mustad on the global launch of their new fly-fishing hook series, crafting campaign materials and videos that highlight the brand’s 200-year legacy. We helped shape the messaging and value proposition,
Our process began by mapping out Mustad’s unique position and rich history in the market, building a strategic narrative that honored its rich legacy, knowledge and close connection to influencial experts. We carefully selected a cast, locations, and script that authentically reflected the fly-fishing experience for potential customers. Through workshops and close collaboration with Mustad, the Neteland brothers, and world champion fly-tier Barry Clark.
A compelling strategic narrative, campaign concept, and a series of campaign films, including 20 short-form ad versions. We also facilitated Mustad’s collaboration with fly-fishing influencers/youtubers, the Neteland brothers, for content distribution—ensuring the campaign reached the right audience.
Anders og Bjørnar Neteland | Barry Clark
Emphasizing Mustad’s Norwegian heritage and continuous innovation in the fishing industry. The campaign brought together young fly-fishing enthusiasts, the Neteland brothers, as cast and distributors, with world champion fly-tier Barry Clark lending his voice and expertise. Set against the majestic rivers of Rauma, the visuals captured the pure essence of the Nordic outdoors, reinforcing Mustad’s deep connection to nature and craftsmanship.
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Mustad is a world-renowned name in fishing, with over 200 years of expertise in crafting high-quality hooks. Founded in Norway, the brand has grown into a global leader, trusted by anglers in every corner of the world.
For our the campaign, we set out to capture this legacy and subtly connect it to influential voices in the industry - bridging the old and new generations. The storytelling centered around a universal frustration every angler knows too well: the one that got away.
Working with TAKT on the Mustad project was impressive. Despite only two people on set from TAKT, they managed to deliver content at the quality you'd expect from a full production crew. The team led us from workshopping the strategy to building a fresh script that really brought the tone that matched our historic brand. With the same crew on set as in preproduction, there was no doubt that everyone saw the same vision from start to finish. It’s rare to find a team so lean yet so capable across the whole project process. Great visuals, clear storytelling, and all pulled off with a lean setup, limited budget, and tight deadline. I couldn't be happier with how it turned out. Smooth!
