Background

A global launch film and adventure-led content strategy to introduce the evolution of a best-selling icon.

Axopar is one of the most recognised and disruptive boatbuilders in the world. Known for redefining adventure boating, their modular, trailblazing designs have earned a cult following globally. When it came time to replace their best-selling 28 range; a model that defined the brand’s rise to prominence—the pressure was on. The all-new Axopar 29 had to not only carry the legacy forward, but launch with impact across Europe, North America, and beyond.

To achieve this, Axopar turned to Tide—their trusted partner for creative storytelling, adventure filmmaking, and branded content that connects with real boaters.

The Challenge

Timing. Following the boat’s first showing at Boot Düsseldorf, the main hero film still needed to be shot. But Palma Boat Show was looming. That left just two days on the water to create the lead global marketing asset—something that had to work across launch campaigns, sales collateral, and social rollouts.

There wasn’t time to treat the 29 Cross Cabin and 29 Sun Top as separate projects. The solution? Tell one fluid story that brings both models together in an authentic, aspirational way.

The Approach

Rather than go feature-first, Tide developed a customer-first narrative. A cinematic mini adventure where friends, each on their own Axopar 29, meet and explore Mallorca’s rugged coastline together. The storyline allowed both models to be introduced naturally, blending lifestyle with real world use cases. Technical elements were woven subtly into the footage—visible to those who know, but never forced.

This approach mirrored real-world ownership: what it feels like to own an Axopar. The freedom. The fun. The flexibility. And the connection to the sea and those you share it with.

Every second of our time on the water was maximised. While our core production team focused on the primary adventure narrative, we simultaneously captured supporting vertical content—reels, shorts, cut-downs, B-roll, and a full photography suite to support the launch across every channel.

The Outcome

The resulting launch film has become the centrepiece of the Axopar 29’s global campaign—screened at boat shows, dealer events, and across Axopar’s digital platforms. It now forms the brand’s core visual asset for this model series.

From just two days of production, we delivered:

• A flagship brand film showcasing both 29 models.
• A cohesive customer-centric storyline that elevates emotion over spec.
• Multiple vertical edits, reels, and social cut-downs.
• A full editorial image suite for PR, website and campaign use.

By fusing deep product knowledge with creative agility, Tide turned an ambitious brief into a launch campaign with global reach – proving once again that speed, strategy, and storytelling aren’t mutually exclusive.