Patagonia have built their brand through the telling of inspiring stories that not only make you want to buy the brand, but also change the world.

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Through the narrative of their environmental crusade, Patagonia have developed a compelling place in the minds of people who care about the future of the planet – almost encouraging you not to buy their stuff if you can resist it.

In their latest film, Patagonia presents the story of Ramon Navarro, The Fisherman’s Son.

When a visiting surfer gave a board he broke to a young boy in Punta de Lobos, Chile, he had no idea what he’d started. Young Ramon Navarro, the son of a subsistence fisherman, would rise to the top of the big wave surfing world.

Traveling the globe in search of gigantic waves to ride, Navarro lived much of his life on the road –an exploratory trip to Antarctica, a perfect 100 at the Eddie at Waimea Bay, an impossible barrel on the biggest day ever at Cloudbreak–he was everywhere. But when his home break came under threat of development, Navarro couldn’t pass through his village tossing young unknowns his broken boards. He would preserve the waves so they might have them to ride. This is the trailer for The Fisherman’s Son, next week is the premier and the beginning of the push to protect the point. #LobosPorSiempre

Born and raised at Punta de Lobos, Ramón Navarro found his passion riding the biggest waves on the planet. But his accomplishments in giant surf are just one part of a bigger vision to protect the culture and environment of the Chilean coast.

For us, what’s great about Patagonia’s approach to branded content is the realness of it.

It doesn’t feel like a professional crew where briefed to grade the film to look more raw and authentic. It feels rough around the edges because it’s told and shot by fans who would have made the film without the backing of Patagonia.

As a brand, Patagonia has a stated mission of using compelling stories to inspire people to not only buy its products, but also buy into its philosophy and take action. For Malloy, that means jumping on a story as soon as possible and avoid getting bogged down in the bureaucratic side of the creative process. via

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