Brand Film: An Editorial Territory to Launch a S25/26 Sports Collection
To support the international comeback of a premium sports equipment brand, WMH Project designed a lasting editorial territory rather than a one-off launch video. The S25/26 brand film and product showcase are built around a single storyline, crafted to spark emotion and conversation.
Why build an editorial territory instead of a single video?
A launch video lives for a few weeks; an editorial territory lives across seasons. For a premium sports equipment brand in the middle of an international comeback, WMH Project chose a single, adjustable editorial thread. This framework brings consistency to core messages, flexibility on secondary ones (manufacturing, R&D, heritage, partnerships) and builds a brand attitude that gets noticed.
How do you move from a product-centric to a customer-centric brand?
The initial audit revealed communication heavily centered on product and craftsmanship: finishes, style and technical mastery, but little emotion. The choice was to shift the discourse: what matters is no longer only what you own, but what you can experience. The promise becomes relational and aspirational, a unifying statement everyone can identify with.
What is the unexpected freedom territory?
The creative territory is rooted in the brand's pioneering spirit: boldness, craving for sensation, drive to go further. It rests on four ingredients: the unexpected (surprise and emotional connection), the extraordinary injected into ordinary situations, product superiority told with texture, and an owned fashion dimension (silhouettes, colors, details). The territory acts as a scroll stopper, suggesting an ending or detail different from what audiences usually consume.
How does the brand film translate the concept?
The storyboard opens on a snowy mountain at dawn. A skier adopts a posture reminiscent of a golfer, strikes a ball, then launches into a dizzying descent. Onboard cameras, cracking snow, the rhythm of breathing: the narrative builds suspense to an unexpected twist, joined by a second character. A voice-over invites viewers to seek the unexpected, set their own path and reclaim their sensations.
How do you extend the concept to a showcase and social media?
The same territory feeds a product showcase video: the film's characters return to present the new collection in an outdoor, raw, tech and design setting. The drone becomes part of the set and captures furtive shots in extreme-sports codes, outdoors or in studio. A modular format built for vertical video and successive messages (product details, craftsmanship, CSR, partnerships).
At WMH Project, we turn every launch into a lasting territory: We Make It Happen.
FAQ
What is the difference between a launch video and an editorial territory?
A launch video is a one-off asset. An editorial territory is a lasting, scalable storyline that structures all brand messages across several seasons, from film to social content.
How do you make a product brand more emotional?
By shifting the discourse from the product to the lived experience: what you can experience rather than what you own. The promise becomes relational, aspirational and unifying.
How does a single concept extend across multiple formats?
A strong storyline can feed a brand film, a product showcase and vertical social content, while keeping flexibility on secondary messages such as R&D or partnerships.