Five is a high-end sport fishing rod maker from Chile.
Up until now, all sport fishing tackle sold in Chile is imported from the US and Japan. Local fishermen have had to adapt their techniques, using imported tackle that has never been completely right for the local species and landscape.
Five was born out of the necessity to offer high end fishing rods designed and made for the Chilean rugged landscape and species.
As part of the launch, Five released 3 fishing rods, each representing a different fishing category. All designed and tested in Chile.
I was brought as a consultant to help develop their brand (identity & product design) comms strategy, and their launch campaign.
Role: Creative direction, Brand Strategy, Product Naming, Go-to-market campaign
Product Naming & Concepts
Grapsus
Takes its name from the 'Grapsus grapsus', which is the scientific name of the 'rock red crab', which is extremely fast, very sensitive to movement and has the ability to cling to wave-battered rocks.
This rod is made for those that require absolute control while fishing on the rocks. Extremely powerful rod yet lightweight enough to allow anglers work lures nimbly.
Credits:
Direction: Chris Leskovsek
Filmed & Produced: Lumen Studio
Edit: Piero Medone & Chris Leskovsek
Color: Piero Medone
Product Photography: Alfredo Valladares
Walkthrough video
Veligera
Made to fish smaller species, like horse mackerel. A fish that primarily feeds on plankton drifting through the currents. This requires an extremely thin, delicate and ultra sensitive blank to be able to transmit those subtle 'bites'.
'Veligera' takes its name from the veliger: the planktonic larval stage of many marine molluscs found along the Chilean coast. Built to survive powerful currents and long ocean drifts, it represents adaptation, movement, and transformation.
Credits:
Direction: Chris Leskovsek
Filmed & Produced: Lumen Studio
Edit: Piero Medone & Chris Leskovsek
Color: Piero Medone
Product Photography: Alfredo Valladares
walkthrough video
Numenia
Numenia takes its name from 'Numenius', the scientific name behind the Zarapito (bird). A highly tuned coastal hunter that uses its long curved bill to probe sand and mud for crustaceans and worms. Masters of endurance and migration, some can travel thousands of kilometres across the Pacific. Experienced anglers often look for them as indicators of where bait may be and therefore where flounder or seabass may be feeding nearby.
Numenia was designed for anglers who thrive on long sessions exploring endless stretches of coastline. Lightweight, agile, and built to work small lures with precision. Its fast, responsive blank also delivers the casting distance needed to reach beyond the breakers and cover more water efficiently.
Credits:
Direction: Chris Leskovsek
Filmed & Produced: Lumen Studio
Edit: Piero Medone & Chris Leskovsek
Color: Piero Medone
Product Photography: Alfredo Valladares
Walkthrough video