We Asked the Gear Patrol Studios Team About their Most Memorable Campaigns of 2022
While Gear Patrol’s Editorial team has been hard at work wrapping up 2022 with top picks for gear, the Partnerships team tapped Gear Patrol Studios for a roundup of our own – allow us to introduce: Gear Patrol Studio’s This Year in Content.
We sat down with John Peabody, Erica Givans and Joe Tornatzky – three key members of the GPS team – to chat about their most memorable campaigns of 2022.
John Peabody, Director of Branded Content on the Braun campaign
“When we think of shavers, we often think of them living in the bathroom, but the truth is that good shavers are actually essential pieces of travel gear that spend a lot of time on the road. A good shaver, like any gear, is purpose designed. It holds a charge, is well-designed, is made of durable materials and is a pleasure to use. This is exactly what the Braun Series 9 Pro Electric Shaver is, which made it fun to take the shaver out of the bathroom and show how it’s an essential travel companion. For the campaign, we tapped the well-known and highly respected photographer Matt Sayles and asked him a simple question: What’s in your travel bag? Matt was awesome to work with and Braun really helped us quickly produce a lot of content that looked sharp on the site and got people rethinking just what makes a great shaver.”
Check out the full campaign with Braun here.
Erica Givans, Branded Content Strategist on the Costa campaign
“This year we embraced the experiences that great products make possible. Costa Sunglasses’ custom content campaign combined Gear Patrol’s best-in-class production capabilities with travel opportunities that provided context on when and where you might use their different sunglasses. Each article combined editorial-style photography, in-article shopping opportunities and travel recommendations designed for our audience’s specific tastes. While notable in its own right, Costa also led the way for two more travel programs to take the spotlight in early 2023. While we can’t reveal too much at this point, both of these upcoming campaigns lean on audience and travel insights to bring truly unique concepts to life, so keep an eye out!”
Check out the full campaign with Costa here.
Joe Tornatzky, Creative Director on the Tissot campaign
“When I think back on the work this year, our piece with Tissot stands out to me as a favorite. Tissot was a new brand for our team, as well as a new segment of the watch category, fitness. One of the more interesting challenges that we faced in creating this content was the weather. Our location, the Eastern Sierras, experienced massive monsoons during the summer that caused many road closures, especially in Death Valley National Park. We were lucky enough that all of our locations re-opened in time for production and the scenery ended up being beautifully peppered with atmospheric effects, perfect for the campaign that centered around the great outdoors.”
Check out the full campaign with Tissot here.
In a year full of memorable content, we celebrated some big wins – with awards and recognition from industry leaders:
Content Marketing Awards, 2022 Finalist - Gear Patrol x Lexus
Communicator Awards, Award of Excellence, Campaign - B2C, Gear Patrol x Lexus - The Upgrade
Pressboard Inspire, Gear Patrol x Ebay as a finalist in Pressboard’s Branded Content Partnership Awards 2022
And with that, we round out 2022 full of gratitude for another year of successful partnerships. We wish you and yours the happiest of holidays and look forward to working together in the new year!
