Open Project

Project Overview

Open Project is a climbing clothing brand rooted in the seacoast community, built for climbers who live the sport as much as they wear it. Despite a strong product and a passionate niche audience, their Instagram presence wasn't growing at the pace the brand deserved. They needed content that could capture the culture, move product, and bring new climbers into the community.

Our Approach

We led with creative vision, building a content strategy anchored by a short film titled Muscle Memory. Rather than defaulting to standard product content, we treated the brand as a story worth telling and built everything around that idea, from the film itself to the assets surrounding it.

Our strategy included:

Muscle Memory Short Film – A fully produced short film conceptualized and shot on location, using cinematic storytelling to capture the adventure, freedom, and culture at the heart of Open Project.

Full Production and Editing – End to end video production including an in-person shoot, post production, and editing to deliver a polished, brand-worthy final cut.

Product Photography – A dedicated product shoot woven into the creative direction, keeping the gear front and center without pulling away from the story.

Promotional Strategy – Guidance on how to roll out and amplify the content across Instagram to maximize reach, engagement, and brand awareness.

Key Challenges & Solutions

Standing Out in a Niche Community

Climbers can spot performative content immediately. Muscle Memory was built to feel authentic first and promotional second, leading with the spirit of adventure and the identity of the sport before ever asking anything of the viewer.

Turning a Film Into a Full Content Moment

A short film is only as powerful as the strategy behind it. We paired the creative with promotional advice that gave Open Project a clear plan for turning one piece of hero content into sustained momentum on Instagram.