GEN 1:20
A multi-season brand film built to show the craftsmanship, performance and story behind handmade muskie lures.
THE PROBLEM
Gen 1:20 creates handmade muskie lures designed, molded, painted, tested and refined by hand. The challenge was creating a brand film that could show the craftsmanship and performance behind the product without revealing proprietary details of the build process.
The film also needed more than shop footage. To really communicate what made the lures special, we needed to show how they moved in the water and connect that craftsmanship to the reason the product exists in the first place: helping anglers target massive muskies.
THE CHALLENGE
This was a multi-day production, with each part of the story requiring a different environment, different conditions and its own plan.
For the main outdoor footage, we chose a lake inside a state park with no houses or visual distractions, allowing the environment to support the story without competing with it. Because drone use wasn’t permitted there, we focused on ground-based fishing coverage and captured real fish following the lure in the water.
On a separate production day, we filmed Randy inside his shop, documenting the design, painting and handmade craftsmanship behind Gen 1:20 while carefully choosing camera angles and details so proprietary parts of his process remained protected.
For the final production day, we chose a lake where drone use was allowed and where the water offered clearer areas free from heavy weeds. Rather than compromise the film by trying to capture this footage during late-season algae and weed growth, we waited until the following spring. Caleb entered the water to capture underwater footage of the lure’s movement while also using drone cinematography to show its action from above.
THE APPROACH
We built the film around contrast: the precision and craftsmanship inside Randy’s shop, then the lure doing what it was designed to do in the water.
The production combined controlled shop cinematography, outdoor fishing footage, underwater camera work and drone coverage so the final film could show both the handmade process and the real-world performance of the product.
Rather than forcing every shot into one day, we let the story dictate the schedule and returned when the conditions were right.
WHAT WE CREATED
Shop Cinematography
Controlled footage inside Randy’s workspace that showed the handmade process while protecting proprietary details of how the lures are created.
Brand Film
A cinematic product story built around the craftsmanship, design and real-world performance of Gen 1:20 muskie lures.
On-Water Production
Fishing footage captured across multiple production days, including real fish interaction with the lure and clean action footage in the water.
Underwater + Drone Cinematography
Underwater footage showing the lure’s movement beneath the surface, paired with aerial coverage that revealed its action from above.
THE FILM
Gen 1:20 Brand Film
A multi-day, multi-season brand film created to show the craftsmanship, performance and story behind Gen 1:20’s handmade muskie lures.
WHY IT WORKED
There was intentional planning that went into this multi-day production to make sure we captured all the footage we needed to tell the brand story.
Each shoot day and location had a specific purpose — from clean fishing footage in a distraction-free environment, to carefully controlled shop cinematography, to spring conditions that allowed us to capture the lure’s movement clearly from underwater and above.
That planning gave the final film the range it needed to connect craftsmanship, environment and real-world performance into one complete story.
THE RESULT
The final film gave Gen 1:20 a complete visual story of the brand — from the handmade craftsmanship behind each lure to the way the product performs on the water.
By combining controlled shop footage, real fishing moments, underwater cinematography and drone coverage, the finished piece gave Gen 1:20 a stronger way to show what makes the lures different and why the details behind the product matter.
WHAT THIS PROVED
A strong product film doesn’t come from collecting random shots. It comes from knowing what the final story needs and planning the production around those pieces.
For Gen 1:20, that meant different locations, different seasons and different production techniques — all working together to show the craftsmanship, performance and purpose behind the product.
HAVE A PRODUCT WITH A STORY PEOPLE NEED TO SEE?
Gregg Media creates commercial films and campaign content that show the craftsmanship, performance and purpose behind the products people build.