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

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• 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.

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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? 

 

In this episode, Cole Heilborn sits down with Massimo Alpian, the Global Director of Communications at Tracksmith, to explore the evolving challenges of brand storytelling in today’s fast-paced digital landscape. They dive into the creative philosophy behind Tracksmith’s most successful campaigns, including the "Year of the Amateur" and "Church of the Long Run," and discuss the brand’s unique approach to fostering emotional connections with runners.

Massimo shares insights into why authenticity is key in content creation, how Tracksmith balances long-form and short-form storytelling, and the complexities of measuring ROI in brand marketing. They also unpack the impact of shifting social media trends and how brands can adapt their creative strategies to maintain audience engagement.

Referenced Topics:

• Tracksmith’s "Year of the Amateur" campaign: Watch here

• "Church of the Long Run" project: Explore here

About:

This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, our methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.

Enjoy this episode and discover other resources below:

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? 

Every person who watches your content is silently asking the same question: “Why should I care?” And if your brand doesn’t answer that clearly and quickly, the message won’t land, no matter how beautiful the visuals are.

In this solo episode, Cole unpacks why this question is the real test of whether content works. Drawing from hundreds of interviews with outdoor marketing leaders, he shares common pitfalls brands fall into, how to avoid them, and why answering why it matters is the creative north star for any campaign.

Whether you're planning a brand film, campaign, or product launch, this episode will challenge how you approach content and give you a framework to make sure your story sticks.

This podcast is produced by Port Side. We're a creative studio that blends the best of a creative agency with the executional power of a production company backed by a methodology crafted from 200 marketing leaders that produces emotional and strategic video content.

Enjoy this episode and discover other resources below:

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 a creative, marketer, or brand strategist, you’ve probably felt the frustration of working on campaigns that lack clear direction. Maybe you’ve been handed a brief and thought, This doesn’t feel right, but you weren’t given the space to challenge it. Or maybe you’ve seen brands struggle to stand out because they’re stuck following trends instead of creating something original.

In this episode, Cole sits down with Matt Trappe—photographer, director, and brand strategist in the running world—to help you understand how creatives can play a bigger role in shaping brand strategy, rather than just executing it. Matt and Cole break down why integrating creative thinking into brand strategy leads to stronger, more authentic storytelling—and ultimately, better results.

Key Topics: 

• The tension between marketing and creativity—why brands need both but often default to marketing-led approaches.

• How brands can empower creatives to contribute beyond execution and influence strategy.

• The importance of knowing your audience deeply rather than relying solely on data-driven decisions.

• Why originality and authenticity matter more than ever in an era of mass content production.

• The viral success of the Strava x Chipotle challenge and how great storytelling drives engagement.

This podcast is produced by Port Side. We're a creative studio that blends the best of a creative agency with the executional power of a production company backed by a methodology crafted from 200 marketing leaders that produces emotional and strategic video content.

Enjoy this episode and discover other resources below:

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 today’s episode, Cole pulls back the curtain on Port Side’s next evolution and reveals a powerful new tool for outdoor marketers. The Backcountry Marketing Filter is a living database built from over 250 insights shared by the brightest minds in the outdoor industry—leaders who’ve mastered the art of creating strategic, emotional, and effective video content.

This isn’t just a resource. It’s the foundation of a new approach.

Port Side is no longer just a production company. We’ve become a creative studio that blends the best of a creative studio with the execution power of a production company.

Curious how it works? Tune in to learn how the Backcountry Marketing Filter can help you identify blind spots, avoid common pitfalls, and pressure-test your brand films, product launches, and campaigns—before they go live

This podcast is produced by Port Side. We're a creative studio that blends the best of a creative agency with the executional power of a production company backed by a methodology crafted from 200 marketing leaders that produces emotional and strategic video content.

Enjoy this episode and discover other resources below:

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 Charlie Grinnell, the co-founder and CEO of RightMetric, to unpack the changing landscape of audience behavior, content strategy, and digital marketing.

Charlie shares why outdoor brands aren’t just competing with each other—they’re competing with Netflix, TikTok, and everything else that demands attention. He explains why understanding audience behavior is more critical than ever, how brands should rethink content effectiveness, and why data-driven insights should fuel creative decisions.

They also discuss how brands can avoid making content for a destination that doesn’t exist, the pitfalls of the one-size-fits-all approach to audience personas, and the power of using insights to unlock creative potential.

Key Takeaways:

• You’re competing for attention, not just with your industry. Outdoor brands need to recognize that consumers are bombarded with content from all directions.

• Audience understanding is no longer optional. If you don’t know exactly who your audience is, where they spend time, and what they engage with, your content won’t perform.

• Data and creativity must work together. The best marketing decisions combine strategic insights with bold creative ideas.

This podcast is produced by Port Side. We're a creative studio that blends the best of a creative agency with the executional power of a production company backed by a methodology crafted from 200 marketing leaders that produces emotional and strategic video content.

Enjoy this episode and discover other resources below:

 

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, we sit down with Myles McCutcheon, Director of Content for the Vancouver Canucks, to explore the fascinating parallels between professional sports and the outdoor industry. Myles shares insights on audience engagement, the importance of authenticity, and how sports teams operate like content powerhouses. We discuss the differences in content strategy, the role of athletes versus creators, and what the outdoor world can learn from sports teams' storytelling approaches. If you're looking to refine your brand’s content strategy, this episode is packed with valuable takeaways.

Key Topics:

• Real-time storytelling during live sports games vs. content creation timelines in the outdoor world.
• Balancing evergreen vs. timely content and understanding where each adds value.
• The evolving roles of athletes and creators as key storytellers and ambassadors.
• How budget allocation and social impact initiatives differ between industries.
• The power of emotional storytelling to build human connections and drive audience loyalty

This podcast is produced by Port Side Productions. We are a production company that works with outdoor brands to create effective and emotional videos. To date, we’ve made feature documentaries, video podcasts, product videos, and commercials. The thing that unifies us is our unwavering goal to help brands make effective videos driven by emotion and backed by strategy.

 

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.

Find Out Why | Curious why a video production company would produce a marketing podcast?