Love Your Craft celebrates the LOVE for fishing in all its forms, the relationship to one’s Alumacraft and the craftsmanship of the brand.

We created a 360-campaign around the pure passion anglers have for their craft of fishing. The love for the gear and setup. The long moments spent on a boat with a friend or alone meditating. All the real, gritty, messy bits that make angling an adventure. It was all in the name of connecting emotionally with our audience to win market share in a highly competitive sector - to show them, we get it, and design boats with the insights and nuances of angling in mind.