Discover Boating and Cutwater honor next generation of boaters in a new campaign

Ads, Creativity

Discover Boating, powered by the National Marine Manufacturers Association (NMMA) and Marine Retailers Association of the Americas (MRAA), the leading recreational boating manufacturer and retailer industry trade groups representing the $45 billion marine industry, has teamed up with creative and media agency Cutwater, with offices in San Francisco and New York City, to launch a campaign honoring the next generation of boaters.

With the surge in demand for boating, the recreational boating community has seen an increase in participation by younger, more diverse audiences from all backgrounds. Recognizing these evolving interests and needs, Discover Boating partnered with Cutwater to capture the joy, freedom, and inclusivity of life on the water, while amplifying the relevancy as well as signaling the future of boating. Spearheaded by Cutwater Founder and CCO Chuck McBride along with Executive Creative Director John Norman, the campaign, titled “See You Out Here”, invites long-time, new, and prospective boaters to join life on, in, and under the water in a unifying voice. Rooted in extensive segmentation and mindset research, with MRI-Simmons and ZMET respectively, it includes an original content library anchored by an exhilarating brand anthem film and the real stories of passionate boaters turned brand ambassadors throughout the country.

The authentic, moving narratives feature each brand ambassador’s unique history and relationship with boating, all of whom reflect the next generation of boaters identified in Discover Boating’s research. “Hooked” spotlights Khristian Rousseve, the first Black student athlete in Louisiana to receive a scholarship for bass fishing. “Captain Jana” chronicles licensed captain Jana Zontek and her wife, Cindy, finding a shared love and appreciation for life on the water. “Depth of Field” takes a glimpse at the adventures of Andy Mann, an award-winning National Geographic photographer committed to marine conservation.

The pieces were directed by Founder Anson Fogel of Camp4 Collective (behind Apple’s Emmy Award-nominated “Shot on iPhone XS – Don’t Mess With Mother”). Editorial was led by Kenji Yamauchi from Lost Planet, which is founded by three-time Academy Award nominee (most recently in “Best Film Editing” for Don’t Look Up) Hank Corwin.

The media strategy boasts a robust buy across TV, digital, and social media channels as well as partnerships with the likes of YouTube, Facebook, Instagram, TikTok, VICE, ESPN, Ebony, and Telemundo. The work marks the first campaign following NMMA’s appointment of Cutwater as its creative and media agency of record along with Discover Boating’s rebrand and digital transformation. The refreshed visual identity was also co-developed by Cutwater. The revamped website has already attracted more than 5 million unique visitors, a significant milestone in the brand’s rich history.


Brand: Discover Boating

  • Chief Brand Officer: Ellen Bradley
  • Vice President of Marketing: Kevin Williams
  • Brand Strategy Consultant: Patricia Swindle

Agency: Cutwater

  • Chief Creative Officer: Chuck McBride
  • Executive Creative Director: John Norman
  • Executive Producer: Brooke Hopkins
  • Art Director: Kyle Morais
  • Senior Art Director: Chris Cavalieri
  • Senior Copywriter: Russell Dodson
  • Group Account Director: Sandy Laliberte
  • Director of Media: Lizzy Ryan
  • Executive Strategy Director: Ilana Bryant

Production Company: Camp4 Collective

  • Director: Anson Fogel
  • Executive / Line Producer and Casting Director: Michelle Wang
  • Director of Photography: Ben Sturgulewski
  • Underwater DP: Andy Mann
  • Photographer: Will Saunders

Post-Production: Lost Planet

  • Executive Producer: Krystn Wagenberg
  • Editor: Kenji Yamauchi
  • Editor – Ambassador Docs: Rachel Butler