A grassroots product aimed at the rock climbing community.

Following the launch, Mind Tools are now sold worldwide – online, and in speciality retailers all across Canada. I was responsible for every detail and material involved in this project, from the packaging, to the product photography, as well as coordinating a team of four people during a two-week on-site climbing photography shoot in British Columbia.

A project that started off as an invitation to organize and direct an adventure photography shoot in the Okanagan Valley, and ended up being the most complex and – at the same time – rewarding thing I’ve worked on, in my entire career.

The shoot itself required me to coordinate a team of four people for two full weeks, and learn how to be completely autonomous in rappelling down, and setting up on a cliff with all my camera gear. It was nuts!

Once over, and having flown back to Montreal, I started designing the website and working on the product photography in my home studio.

Then followed the packaging design, which I had to proof and re-iterate until we were confident enough to have it sent to China to be mass-produced.

Prior to the launch I carefully edited and curated the content we had shot in BC, in order to have a steady month-long upload stream on social media; the result of which was that influencers in the climbing community ended up promoting the product organically, at no cost.

The project was an overall success, with the product now being sold worldwide through the online store, and present in many speciality retailers across Canada.

And it was all done on a 0$ budget.
Not one cent was spent on advertising.

Looking back on it all, I am profoundly grateful for such unique opportunity.