Role: creative direction, copywriting, illustration, imaging/retouching and graphic design

Campaign Summary: Culprit® - Revolutionizing the Modern Angler Experience

Overview: Culprit, a legendary name in the outdoor industry, has built its reputation on a unique stylized lure that has dominated sales for decades. Now, Culprit seeks to evolve by embracing the future of angling with a new line-up of innovative and modern lure designs. The campaign aims to galvanize the support of loyal customers while attracting a new generation of anglers.


Reinforce Brand Loyalty: Remind long-time customers of the quality and reliability that CulpritĀ® has always delivered.

Attract Modern Anglers: Appeal to a younger, tech-savvy audience with contemporary designs and innovative features.

Showcase New Products: Highlight the fresh and relevant lure designs in each advertisement to drive interest and sales.

Target Audience

Existing Customers: Loyal anglers who have relied on Culprit for years.

New Generation Anglers: Younger, modern anglers looking for the latest in fishing technology and design.

Key Campaign Elements

Storytelling: Share the legacy of Culprit and the journey to creating the new lure designs, emphasizing innovation and tradition.

Visual Appeal: Use high-quality visuals and videos that showcase the new lures in action, appealing to both seasoned and novice anglers.

Digital Engagement: Leverage social media platforms, influencer partnerships, and targeted digital ads to reach a broader audience.

Customer Testimonials: Feature testimonials from long-time users and new adopters to build trust and authenticity.

Interactive Content: Include contests, giveaways, and interactive content like polls and Q&A sessions to engage the audience and encourage participation.

Spotlight Trade Ads

Key Messages

Innovation Meets Tradition: Culprit combines decades of expertise with cutting-edge design to create the ultimate angling experience.

Unmatched Quality: Each new lure is crafted with the same attention to detail and quality that has defined Culprit for years.

Join the Revolution: Be part of the new wave of modern angling with the latest Culprit  lure line-up.

Social Media Images



Social Media: Instagram, Facebook, TikTok, and YouTube for visual storytelling and engagement.
Email Marketing: Personalized emails to current customers with sneak peeks and special offers.
Website: A dedicated campaign page showcasing the new products, stories, and customer reviews.
Influencer Partnerships: Collaborations with popular fishing influencers to reach wider audiences.

Metrics for Success

Engagement Rates: Likes, shares, comments, and overall interaction on social media posts.

Website Traffic: Increased visits to the campaign landing page and product pages.

Sales Data: Boost in sales of the new lure line-up.

Customer Feedback: Positive reviews and testimonials from both old and new customers.

By blending the rich heritage of Culprit with the excitement of modern innovation, this campaign will not only reinforce the brand’s position in the market but also usher in a new era of enthusiastic and loyal anglers.