THERE’S SOMETHING IN THE WATER

Women who fish are a rare breed. They’re more confident, more resilient, and less discouraged by setbacks than women who don’t. How did they get that way? The answer is intriguingly simple…they found their best selves on the water.

According to a new research study from Take Me Fishing – the consumer brand of the Recreational Boating & Fishing Foundation (RBFF) – women who fish are happier and healthier, yet 75% of them do not feel well-represented in marketing and advertising. So we set out to raise awareness in support of a more inclusive fishing and boating community and inspire women of all ages to pick up the sport. Using a mix of charming visuals and rhythmic voiceover, we created an anthem that shows how girls who fish develop confidence, determination and resilience on – and off – the water.

We brought an amazing women-led team onboard to craft the work and tapped director Fern Berresford (RAKISH), editor Meg Kubicka (Whitehouse Post), music director Julie Nichols (Squeak E. Clean), and colorist Bree Brackett (Carbon) to help us bring our vision to life.

The :30 version has garnered over 13 million views – a sign that the sport’s unexpected, life-changing benefits are catching on with a new generation of anglers.