01 — Rocky Talkies
Selling a Mountain Radio to people who can’t get a signal.
A grouse-hunting concept built for Rocky Talkies' Mountain Radio, their GMRS radio line.
02 — The Challenge
A practical product needed a knowledgeable audience.
GMRS radios are a specific, practical purchase — the pitch is "this works when your phone doesn't," aimed at people already deep enough into backcountry hunting to need it. That's a narrower, more knowledgeable audience than typical outdoor-gear marketing, and generic gear-ad treatment doesn't land with them.
03 — The Approach
Built around a real hunt, not a product shoot.
Callaghan built the creative around an actual mountain grouse hunt — real terrain, real walking, real radio chatter — rather than a product shoot with a radio as a prop. The goal was a hunter watching it and recognizing the exact situation the product is for.
04 — The Outcome
Creative built around a use case specific enough that it couldn't be reused for any other GMRS radio on the shelf.
No paid-media numbers to report on this one yet, the goal was category-specific creative for a recognizable outdoor brand, and that's the case being made here.
05 — Whats Next