Client: Polaris
Project: Tough Doesn’t Quit
Polaris is the category leader in off-road vehicles, holding the #1 market share. However, despite significant year over year improvements to quality, some folks still aren’t aware of the changes. Our goal with the 'Tough Doesn’t Quit' campaign was to spread the word about how much better Polaris has become and to boost its reputation.
This was Polaris’s first portfolio campaign in years, which meant we could do something different: stitch together the best moments from past shoots and tell a larger story. One that says Polaris goes extreme lengths to build the best machines that enhance their riders lives.
My Role:I worked with engineers to find scenes that made the testing story clear and exciting. Once legal signed off, I built shot lists and audited footage to pair real testing with strong visuals. I brought together a director and DP who had never worked together but I knew would get the nuance required to tell this story. On set (in Minnesota and Texas), I directed photo and video crews. Back home, I guided the edit, oversaw color and sound, and shaped the social assets.
Awarded the 2025 Gold ADDY – Cinematography – Campaign
Behind The Scenes
