PROMIXALASKA

Promix was launching an omega-3 fish oil into a category drowning in white-background product shots and rented-kitchen testimonials.

The oil in the bottle comes from salmon. So we went to where the salmon come out of the water: Alaska, on the boats, with the local fishermen whose catch was going directly into the product. Not a metaphor for the source. The source.

Open water, working boats, real weather. The kind of footage you can't fake in a studio, which was the point.

One short from the trip became Devon Levesque's most-viewed video ever, with more than 12 million views. Around it, a run of short-form and stills he posted live from Alaska in the lead-up to launch. The first run sold out.