American Sportfishing Association
Fishing Share the Fun Commercial
The brief
Partnering with American Sportfishing Association (ASA), we were tasked with creating a commercial to promote their annual Fishing Share the Fun (FSTF) initiative—an effort focused on celebrating the cultural significance of fishing across generations.
More than a promotional piece, the commercial needed to capture the quiet, meaningful, and deeper moments that turn a pastime into a lifelong tradition. The challenge was to translate that feeling into a story that would resonate with both seasoned anglers and those just beginning their fishing journey.
Our Goal
The FSTF campaign is designed to inspire members to enjoy fishing with their families and pass down this cherished tradition. The campaign encourages people to step away from the noise of everyday life and reconnect with nature through fishing.
Our objectives:
- Create a narrative-driven commercial that highlights the intergenerational bonds forged through fishing.
- Develop a flexible content system, allowing footage to be repurposed into multiple cuts for social media and broader campaign use.
The Solution
In close collaboration with ASA, we identified a unifying concept: “The Gift of Fishing.” This idea positioned fishing not simply as an activity, but as a pastime worth passing down from one generation to the next. From there, we crafted a script and narrative arc that centered on shared moments.
In Pre-Production, we began by shaping a storyboard that balanced the emotion of the story with visual clarity. Through iterative script development, we refined the pacing, tone, and key scenes to ensure an authentic result. This phase also included location scouting and casting, as we wanted the outcome to be reflective of a family that includes grandfather, father, and daughter.
The Process
During Production, the vision came to life during a two-day shoot and included coordinating the cast, director, photographer, and Six Half Dozen staff. Coordination of the team required a tightly managed production schedule, including detailed shot lists, test scenes, and multiple takes. This structure ensured efficiency while still leaving room for spontaneity.
In Post-production, we shaped the narrative through editing, pacing, and sound design to emphasize the emotional throughline. The final deliverables included a two-minute hero film, alongside shorter versions tailored for social media and digital placements, each maintaining the integrity of the story while adapting to different audiences. Check out the behind-the-scenes process of creating this commercial in the video below.
From concept to final delivery, this project was rooted in collaboration and intentional craft. Every phase—from scripting to final edit—was designed to reinforce the campaign slogan: Fishing Share the Fun, which is more about the connection and less about the catch.
By aligning creative direction with production strategy, we ensured that every captured moment could serve multiple purposes, extending the life and reach of the campaign content without diluting its impact. View the full commercial below.
The Results
The campaign successfully resonated with ASA’s audience, which sparked a wave of personal storytelling, driving increased engagement across digital platforms, stronger member participation in the FSTF initiative, and expanded social reach and brand visibility.