Savage Renegauge Launch Campaign
Scope
Savage Arms faced a challenge breaking into the shotgun market—a category where hunters, dealers, and the media were conditioned to look anywhere but Savage. To succeed, the launch of the Renegauge had to cut through entrenched preferences and position the brand as a legitimate contender. The campaign needed to connect on an emotional level with a discerning hunting audience while showcasing the Renegauge as a bold, authentic choice for those who chart their own path.
Creative Direction
I led the design, direction, and production of the Renegauge launch campaign, built around a powerful emotional insight: every hunter takes a different path, but what unites them is a rebellious spirit. That’s the Renegauge way—flying true to your own vision rather than following others.
The creative approach captured that mindset through rugged storytelling, authentic hunter representation, and a bold visual tone that reflected grit, independence, and drive. We executed an experiential production that tripled as an influencer documentary, a broadcast shoot, and a press event—all staged in a single location with real hunters and unpredictable weather to amplify the drama. The result was content that felt lived-in and unapologetically real.
Content Creation
The launch campaign delivered a full suite of high-impact assets, including:
Long-form and short-form video
Print and digital advertising
Website and landing page design
Social media content
On-location photography for press and promotional use
The SHOT Show debut anchored the rollout, with the Renegauge featured prominently in SHOT Daily, the leading publication of the world’s largest firearms trade show. Every element—from web to print—reinforced the Renegauge’s renegade mindset and Savage’s bold new presence in the shotgun category.
Results
The Renegauge launch generated immediate industry buzz, carving out a distinct identity for Savage in a crowded market. Dealers responded with strong sales forecasts, while the Renegauge landing page quickly became one of the most visited on SavageArms.com. More importantly, the campaign established Savage as more than just a new player—it proved the brand could challenge the status quo and win the respect of hunters.
Creative Director: Nick Rudie
Copywriter: Nick Rudie
Art Director: Jimmy Sugg
Designer: Jimmy Sugg
Production/Edit/Sound/Color: Arterra Media