August 13, 2020

While shooting Garmin’s latest TV spot for the Instinct® GPS smartwatch, our marketing team kept the cameras rolling to show you a behind-the-scenes look at the process.

Before any shoot, the single most important thing is having a spectacular product. Instinct is a fantastic tool built to help people live out their passions — it’s a product that needs to be shown out in the wild. So we traveled to some of the most legitimate surfing and outdoor adventure locations on the planet to showcase its appeal.

Instinct is a GPS smartwatch that’s rugged, reliable and tough enough to outlast almost anything you throw at it. This led to our campaign — Live on the Outside — where we juxtaposed scenes of people experiencing the high-intensity thrills of life on the outside with the quiet and uneventful indoor environments they’ve left behind.

Authenticity is incredibly important for Garmin. This core brand tenet is carefully considered for the locations we film and the talent we feature. We don’t cast actors. We show real enthusiasts and seasoned professionals, from award-winning surfers like Eli and Moana to competitive BMX rider Ethan Moniz.

After months of preplanning, multiple 12-hour shoot days and weeks of postproduction, we come away with video and photography assets that find their way into print, out-of-home materials, social posts and television commercials all over the world.

See below to see the final spot and don’t forget to check out Instinct. You’ll love it.