TroKar Campaign


Lazer TroKar / 5 Stone Advertising


Direction, Art Direction, Design, 3D Modeling, Lighting, Animation, Motion Graphics, Compositing, Video, Editing, Photography, Creative Retouching


Direction: Ken Soons; Art Direction: Ed Dye; Design: Ed Dye; 3D Modeling, Lighting, Animation: Jeff Ling, Lee Kordel, Edwin Sumalave, Daniel Wiggins; Motion Graphics, Compositing: Yesael Sumalave; Editing: Ken Soons; Photography: Brad Kaye; Creative Retouching: Ed Dye

Denver-based 5 Stone Advertising set out to introduce a radical new bass fishhook for its client, Lazer TroKar, a division of the Wright & McGill Co. They called upon us to visualize the concept and take the campaign from production to completion. This hook was different than anything on the market and they wanted a distinctive campaign to match. This was to be no usual guy on a lake fishing commercial. The hook is “Bad Ass” and they wanted “Bad Ass” imagery to match.

We came up with a unique look. Showing some of the world’s top professional bass fishermen in a dark, neo noir-style reminiscent of the movie Sin City. Shot both in studio and on the lake. The campaign includes a broadcast commercial, four web spots, a two-minute documentary, and various print pieces. It was hugely successful as it stood out in the market place.

Top professional bass fishermen

Process and development.

Till the next big catch.