I

nvestigate. Where do you find the words for a brand you have no connection with?  Those are the questions that run through

my mind once I've read the brief. 

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[The client ask: a hype (30sec) video, and brand (1m30sec) video to be written, shot and designed in 6 weeks.]

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I, personally, have no connection to knives. I don't carry them, I don't think about them, and so, I don't geek out over them. But, I'd been asked to write in the voice of a male knife enthusiast who wanted to draw new and existing customers into the world of pocket knives. 

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There is no one true place to begin an investigation like this one. So, like any cold lead, I chose to start at the beginning with everything I didn't know about knives. This first phase is what I like to call "the deep dive", aka, the extensive online research into the mind of a knife enthusiast. My browser history and targeted ads were mildly concerning by the end, but I had a new-found understanding of what a pocket knife was made for. Yet, to my chagrin, even knowing the finer detail between blades, metals and forging techniques I'd yet to feel a connection to the true knife enthusiast.

So, with little thought, I headed down to the local hunting/outdoors store and asked for a few samples. New pocket knives in hand, I drove out into the woods with my dog and a flagon of mead (kidding, it was a bottle of kombucha) to begin phase two: aka, "in the life of".