Backcountry Marketing

In this episode, Cole sits down with Chris Whitten, Senior Production Manager at Red Bull, to unpack what separates irreplaceable creatives from the rest. Chris shares lessons from his journey through agency and brand-side production, spanning roles at Saatchi & Saatchi and now Red Bull, and offers candid advice for photographers, filmmakers, and producers who want to build long-term client relationships. The episode explores how mindset impacts success, why outreach is a creative act, and how to stay top-of-mind in an oversaturated industry. Chris shares practical frameworks for follow-up, positioning, and pitching that make hiring you a no-brainer rather than a gamble. About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here.  

In this solo episode, Cole Heilborn breaks down the differences between a strategist and a filmmaker. When content underperforms, brands often point to the creative execution, but more often than not, the real problem lies upstream in the strategy. Cole explains the downsides of a passion-led industry, why filmmakers have had to accept responsibility for defining KPIs and audience understanding, how skipping strategy leads to wasted resources, and what questions brands should ask before a camera ever rolls.   About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here.  

Some brands treat branded content and campaigns as separate things, one emotional or value-driven, and the other transactional. But what happens when they work together?   In this episode, Trent Marsh, Marketing Director at Riton Optics, joins me to unpack what he calls the marketer's trap, when teams invest in strategies they wouldn't engage with themselves.    Trent shares how to break that cycle by pairing campaigns and content to serve the same purpose, building trust, emotion, and results simultaneously. We discuss how data has given leadership "ammo to kill branding," why every channel deserves a role in your mix, and how omnichannel marketing makes small budgets feel bigger.   You'll also hear why brand coherence matters more than novelty, how to find and keep the right on-camera personality, and why every strong brand needs both campaigns that convert and content that connects.   About: This podcast is produced by Port Side, a creative production studio creating video strategy + production for active brands, rooted in emotion.  Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here.  

Maren Hamilton, former Head of Social at The North Face and current Director of Global Brand and Community at popFly. We break down her core thesis: brand is social and social is brand. Maren shares why brands must stop treating social as a downstream channel, how to bring social thinking upstream into campaign planning and what it takes to build a social-first brand.  Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here.    

Cole shares a quick reminder about respecting your audience. Ask yourself: Does this provide value? If not, don't hit publish. About: This podcast is produced by Port Side, a creative production studio creating video strategy + production for active brands, rooted in emotion.  Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?   

Altra's Head of Marketing, Reyna Alishio, and Backbone Media's Senior Director of Strategy, Andy Ralston, take us behind the brand's seasonal campaign, Experience a New High. We unpack the core insight tying mental wellbeing, social connection, and running to a younger audience; how a one-two punch of broad digital reach plus in-person activation moved awareness and consideration; and why the medium is part of the message when your pop-up is a Dopamine Dispensary. We also get into what went right, what needed rethinking, and how to decide when a big campaign makes sense versus always-on content.   About: This podcast is produced by Port Side, a creative production studio creating video strategy + production for active brands, rooted in emotion.    Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?

Ready to jump start your creativity? Cole Heilborn breaks down Port Side's playbook for developing ideas that work in the wild. From setting guardrails and asking "why" three times, to building a culture of candor and using constraints, music, boredom, and flow to unlock divergent thinking, this solo episode is for marketers and creatives who want to ship better work, not just talk about it.   About:   This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns   Enjoy this episode and discover other resources below:   Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially? 

 In this solo episode, Cole Heilborn unpacks the reality of digital fatigue and what it means for marketers. With endless competition for attention, from Netflix to Reddit to YouTube, your audience is already exhausted. They don't want to be disrupted. They want content that feels valuable, entertaining, and emotionally resonant. Cole challenges brands to stop creating just to "show up" and start designing campaigns that genuinely add something to people's lives. About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?   

In this episode, I'm joined by Dillon Snyder, Creative Director at Vail Resorts. Dillon makes the case that much of today's marketing output has become the equivalent of "yellow page ads."   We unpack why so much creative feels homogenized, how overemphasis on bottom-funnel tactics hurts long-term brand health, and why simplicity is often harder than complexity. Dillon also shares his vision for a "reset button" on creative: more collaboration between creatives and marketers, less energy on commoditized tactics, and a greater willingness to take risks that actually give audiences a reason to care.     About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns.   Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?   

What happens when a legacy brand decides to go back to its roots while completely reimagining what it stands for? Mike Donnelly, VP of Marketing, at Superfeet shares the behind-the-scenes process of repositioning Superfeet from a product people don't see to a brand people feel.   We talk about why "Performance Amplified" became the rallying cry, how to build emotional resonance around an invisible product, and the surprising lessons they learned when media and consumers didn't react the way they expected.   About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns   Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?   

Is there a simple question to understand the ROI of branded content? Cole reflects on his takeaways from a panel discussion he hosted, the value of brand investments, knowing your audience, long form vs short form, and an update to the rebrand of Port Side About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?   

In this episode, I'm joined by Michael Minter, VP of Brand at Sorel, who shares a candid, behind-the-scenes look at the brand's reawakening. Sorel has been everything from a Canadian work boot to a fashion-forward winter staple, and now it's entering a bold new chapter. We discuss what it takes to bring a heritage brand into the future, how to balance instinct and insight in a data-driven world, and why most outdoor content lacks real emotional impact. Michael also breaks down the creative strategy behind their upcoming campaign, "For Bold Steps," and how brands can avoid the trap of mediocrity by having the courage to be polarizing. About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?   

In this episode, MJ Carroll, Brand Director at HEST, unpacks the tension every marketer faces: How much control do you keep, and how much do you let your community shape your brand? We dive into what happens when you hand over creative control, why tension between brand and performance is healthy, and how HEST has built a passionate community by focusing on comfort, connection, and consistency. MJ also shares what she's learned about content, team dynamics, and why she believes experiential events still have a powerful role in brand building.   About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns Enjoy this episode and discover other resources below:   Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?   

In this follow-up conversation with Chris Burkard, we dive deep into what it really means to take creative risks. Chris shares why physical danger is easier to stomach than financial risk and why most outdoor marketing content falls flat emotionally. We also field audience questions from part one, covering pitching branded projects, giving feedback, the role of feeling in advertising, and the evolving function of creative agencies. Chris doesn't hold back; this episode is a masterclass on the emotional and strategic layers of doing creative work that actually connects. About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns Enjoy this episode and discover other resources below:     Insight Deck | Want 20 of our favorite insights shared on the show? Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially? 

Cole shares a personal reflection on the state of brand content today and why so much of it is falling short. This episode challenges brands, especially mid-size outdoor companies, to rethink how they approach content creation. Why bother doing it if it's not driving results? Cole makes the case for content that's built to solve problems, drive value, and show up creatively in a noisy world. He also includes a litmus test you can use to determine if your content is working as hard as it could.  About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?   

If you're building a brand from the ground up, where should you actually spend your time and money? Nic De Castro, founder and CEO of LandTrust, joins us to explore this question through the lens of an outdoor startup that's grown by leading with trust, storytelling, and real-world value. We dive into why early-stage brands often misplace their marketing bets, how to approach content when budgets are limited, and what it really means to think like a media company even if your intention isn't to become one. Nic shares the strategies LandTrust used to build brand awareness without paid ads and we discuss when it is appropriate for a startup to invest in branded film content. About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?   

In this episode, Bronwen Foster-Butler, CMO at Finisterre, breaks down how the brand is growing without compromising its identity. We talk about their North American expansion, the tension between polished production and platform-native content, and why user-generated stories often outperform high-budget ads. Bronwen also shares how Finisterre uses a fictional "brand muse" to guide creative decisions, what they've learned about emotional storytelling in a data-driven world, and where she thinks AI fits (and doesn't) in outdoor marketing. About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?   

According to a study by Lions, only 13% of brands are "risk friendly." Cole unpacks this study, its implications, the future, and ways to make calculated risks. The outdoor industry, though commendable for its investment in branded content, suffers from a lack of creative risk, especially in an economic headwind - yet the data doesn't lie. It's actually riskier not to take creative risks.   About: This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy. Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights? Download them here Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?   

In this episode, Cole Heilborn sits down with Mike Lewis, the VP of Marketing and DTC at Bison Coolers, to discuss how a small outdoor brand found itself featured in a Super Bowl commercial without paying a dime. Mike walks us through how Google handpicked Bison Coolers to represent Texas in its nationwide Gemini campaign, why their family-run story resonated, and how the experience has transformed their marketing approach. From prepping for the massive wave of visibility to capitalizing on newfound brand awareness, Mike shares the real impact of landing on one of the biggest advertising stages in the world. They also explore the changing landscape of outdoor marketing, how humor is a powerful brand tool, and why storytelling, not just ad spend, breaks through the noise in today's digital world. Referenced Topics: Google's Gemini Campaign featuring Bison Coolers Behind-the-scenes footage of Bison's Super Bowl ad shoot About: This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy. Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights? Download them here Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?   

Most outdoor brands are creating content, but few are creating content that is emotionally resonant and strategically effective. In this solo episode, Cole reflects on why so many brands are falling short of their creative potential,  provides a real life example of how The Backcountry Marketing Filter works, and expands on why Port Side had to evolve.  This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy. Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights? Download them here Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?