Role
Duration
Deliverables
Creative Director - campaign concept, art direction, editorial direction, launch strategy
1 week research & development → 1 week content capture + post-production → 2-week launch
Lookbook, editorial film, photography direction, product rollout, copywriting, digital presentation
Context & Challenge
For the launch of Carabiner 2.0, we introduced an audacious concept: a dramatically enlarged carabiner - designed for brand play, visibility, and capturing the climbing community’s imagination.
The goal was to position Carabiner 2.0 not only as gear, but as cultural iconography - anchored in local ethos and shared challenge.
Role & Responsibilities
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Creative Direction: Crafted the “XL Clip” concept - an oversized carabiner sculpture repurposed as both object and symbol.
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Localization: Partnered with a San Francisco climbing gym; tapped its tight-knit climber community for authenticity.
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Visual & Production Leadership: Oversaw photo/video shoot, building set, lighting, staging, and narrative direction.
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Team Coordination: Led creative team: art director, photographer, videographer, lighting/staging crew, gym staff, and athlete talent.
- Post-Production Oversight: Curated image sets, edited video teasers, generated cutdowns suitable for web, social, and press.
Creative Strategy & Execution
Concept Ideation
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Translated a familiar piece of gear into a visual metaphor for exaggeration and empowerment - reflecting the product’s evolution.
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Celebrated climbers not just as athletes, but as our cultural ambassadors - leaders of resilience and innovation.
Location & Talent
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Chose a San Francisco climbing gym known for its community vibes: raw chalk walls, natural light, and candid grit.
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Featured local climbers who embody the fusion of utility and aspiration.
Visual Establishment
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Scale play: climbers interacting with or posing beside the giant clip—emphasizing size and function.
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Textures: chalk dust, metal gleam, rope fibers - evoke tactile authenticity.
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Lighting: overhead natural shafts, softened edges, purposeful contrast to dramatize tension and motion.
Formats & Channels
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Hero imagery: campaign banners and digital hero placements.
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150–30 sec video teasers: motion-edited climb sequences juxtaposed with product close-ups.
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Behind‑the‑scenes: IG Stories + TikTok vertical edits from shoot day.
- User features: invited the gym’s social handles to repost and tag, fostering community sharing.
Outcomes & Metrics
- Social Reach: 250K+ organic impressions; 15K+ engagements; 1.2K shares - 30% growth vs. previous launches.
- Earned Media: Featured in climbing press & local SF channels (e.g., Climbing Magazine, SF-based outdoor blogs).
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Gym Activation: 20% climb-wall traffic increase in week following shoot.
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Product Impact: 28% bump in Carabiner 2.0 pre-orders; site traffic from campaign clicks up by 42%.
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Brand Sentiment: Surveyed climber audience rated the launch “innovative” + “community-rooted” - two key brand values.
Teamwork & Leadership - Mentorship & facilitation: Empowered local climbers to co-create - welcomed ideas and refined concepts on-site.
Cross-organizational leadership: Orchestrated coordination across creative, production, gym managers, and athlete representatives.- Agile execution: Flexed shoot plan live - adjusting based on light, movement, climber flow, and raw visual opportunity.
- Mentorship & facilitation: Empowered local climbers to co-create - welcomed ideas and refined concepts on-site. Cross-organizational leadership: Orchestrated coordination across creative, production, gym managers, and athlete representatives.
- Agile execution: Flexed shoot plan live - adjusting based on light, movement, climber flow, and raw visual opportunity.
Credits
Creative Direction, Brand Strategy, GTM Launch: Charlie Yip
Photographer: Kiko Valle
Talent: Dario Taruc
Graphic Design: Charlie Yip
Product Development: Charlie Yip