Our work for Squid Paddle Co.
Squid Paddle Co. was preparing to launch paddleboard and travel gear through Kickstarter. We produced product photography, lifestyle footage and campaign videos, then planned how the content would be released before and during the launch. The reported campaign reached 225% of its funding goal and generated $500K+ in pre-orders. The content library supported Kickstarter, email, social media and the ecommerce activity that followed, with close-up detail and real-world use helping prospective backers assess gear they had not handled themselves.
Product photography for a crowdfunding launch
We created product and lifestyle assets showing the gear’s details and use. The content supported the Kickstarter pages, email and ecommerce, with the campaign reporting an average order value 180% above the client’s initial projection.
Campaign video and short social edits
We produced a Kickstarter brand video and short social versions. Reported results included over 400,000 organic views and an 85% completion rate, alongside a 200% increase in qualified traffic across the campaign activity.
A release plan across Kickstarter, email and social
We planned the timing of content releases across the launch channels. The reported outcome was 225% of the Kickstarter funding goal, with 300% growth in social following. The sequence gave the team material to use before launch and as the campaign developed.
Showing Squid’s outdoor gear before customers could try it
Context & Challenge
Squid Paddle Co. was preparing a new paddleboard and travel-gear range for Kickstarter. Prospective backers would have to decide before seeing or handling the product. The team needed photography, video and a release plan that could explain the gear, demonstrate its use and introduce the brand before the campaign opened.
They had the design, the prototypes, and the ambition. What they didn’t have was a strategic content rollout, professional brand storytelling, or a clear plan to earn attention before the campaign went live.
The campaign had to show what the gear could do and how it was made. Product detail, footage of real use and a clear account of the brand gave prospective backers information to assess. We planned those elements together rather than treating the photo shoot and the Kickstarter rollout as separate tasks.
Approach & Strategy
We started with a foundational discovery process using our Vision Mapping™ framework. This helped us align the visual tone, brand voice, and audience targeting before any cameras were picked up. We dug into questions like:
- What does trust look like in this space?
- What makes this gear different, and how can we show that, not just say it?
- Who are we really speaking to: hardcore paddlers, lifestyle explorers, or both?
From there, we broke the project down into three parallel tracks:
- Product Photography: Clean, professional shots to highlight features and build ecommerce credibility.
- Video Production: Campaign-ready brand videos with cinematic lifestyle and close-up product footage.
- Campaign Rollout Strategy: A timeline of releases across Kickstarter, email, and social to build momentum and segment audiences.
The product launch connected pre-orders with the development of a customer community. We needed the material to be ready in time for the campaign and useful beyond it, with consistent visuals available for the website, email and follow-up marketing.
Creative Process
Our Vancouver studio team began with the product shots, capturing zipper pulls, lash points and material textures. Those details helped explain the construction and features. We prepared the images for landing pages, email headers and Kickstarter reward sections, where buyers would compare the offer and choose a pledge.
The adventure shoots took place at lakes, rivers and rocky trailheads across BC. Working with the client, we filmed packing, paddling, unloading gear at dawn and wrapping up later in the day. These situations placed the product details in context and provided footage for the campaign video and social edits.
Video-wise, we knew we needed two core deliverables:
- A Kickstarter campaign video that told the brand story, showed the product in use, and ended with a compelling CTA.
- A suite of cutdowns for social (15–30 sec) to drive awareness and email signups before the launch.
Motion graphics called out volume, materials and other features within the footage. The overlays gave viewers a way to follow the specifications while seeing the gear in use, keeping the product information available within a short video placement.
Execution & Deliverables
With all creative assets complete, we shifted into campaign mode. We developed a rollout calendar synced to Squid’s Kickstarter launch window. Our goal: to release new assets weekly across Instagram, email, and influencer outreach to build traction pre-launch.
We built and delivered:
- 100+ custom content assets (photo + video) optimised for ecommerce, social, and Kickstarter
- 1x full-length Kickstarter brand video
- 5x short-form social cutdowns
- A sequenced visual calendar for asset deployment
- Guidelines for influencer partners on how to use visuals consistently
- Email header visuals and campaign copy suggestions
The finished creative was prepared for release, with the formats and usage guidance included in the handoff. Squid’s team could follow the planned calendar and reuse the assets across the launch channels.
Tangible Outcomes
The campaign reported the following outcomes:
- 225% of Kickstarter funding goal reached
- 180% increase in average order value vs client’s initial projections
- 85% video completion rate on Kickstarter landing page
- 250% increase in email subscribers from pre-launch to post-campaign
- Post-campaign ecommerce sales exceeded internal benchmarks by 180%
Lessons Learned & What’s Next
Product detail and demonstration mattered in the crowdfunding setting. Backers could not try the gear before deciding, so the images and video had to explain construction, features and use clearly. Planning those explanations alongside the launch calendar helped keep the material relevant as the campaign progressed.
For future campaigns, we’re doubling down on:
- Pre-launch audience segmentation and content tailoring
- More interactivity (scroll-based animations, 3D walkthroughs) for launch pages
- Extending content lifespans across ecommerce and email flows post-launch
After the campaign, we explored further content needs with Squid, including ecommerce optimisation, evergreen advertising and packaging photography. These were opportunities to reuse and extend the same visual system as the product moved from a crowdfunding launch into ongoing sales.
The launch gave Squid a set of brand and product assets it could keep using. The campaign video, short edits and detailed photography remained available for the ecommerce store and follow-up communications after the Kickstarter period ended.
Project FAQs
What kind of content helps outdoor products succeed on Kickstarter?
Campaigns succeed when they combine professional product photography, lifestyle video content, and a clear brand story. For outdoor gear, showing real-world use is key. Buyers want to see durability, portability, and performance before they’ll back a product they haven’t touched.
Why is product photography so important for adventure sports brands?
Product photography builds trust and helps online buyers understand features and quality. For adventure brands, detailed images and lifestyle visuals let customers imagine themselves using the gear, which improves conversion rates and reduces hesitation during the purchase decision.
What makes a good brand video for a crowdfunding launch?
A strong brand video tells your product story, shows it in action, and explains why it matters. The best videos for crowdfunding combine cinematic visuals, feature highlights, and a clear call to action that motivates viewers to back or share.
How does Setsail support content strategy for product launches?
For Squid Paddle Co., we planned the photography, video and rollout calendar together. The work covered the Kickstarter brand video, social edits, product and lifestyle images, email visuals and guidance for partner use. Preparing those assets around the launch schedule gave the team content for each campaign phase.
How do I get started with Setsail Marketing?
Book a Growth Strategy call with Setsail Marketing to discuss your product and launch plans. We can review what customers need to understand, where the content will appear and the launch schedule, then scope the photography, video and rollout work.
