X Shore Product Showcase

Background

Client
X-Shore

Role
Creative Strategy, Video Production, Marine Marketing

Year
2024

X Shore is one of the world’s most exciting marine startups—fusing cutting-edge electric propulsion with sleek Scandinavian design to create boats that are silent, sustainable, and seriously stylish. With a commitment to clean energy and a bold, tech-forward identity, X Shore is reimagining the boating experience for a new generation of owners who care as much about innovation and impact as they do about performance and aesthetics.

Dubbed the “Tesla of the Sea,” the brand is driven by a mission to transform the marine sector through electric power and purposeful design. Their boats are fast, emission-free, and connected—designed to offer not just transport, but transformation.

Behind that ambition is Konrad Bergström, the Swedish entrepreneur who founded X Shore after co-creating Zound Industries—the company behind Marshall and Urbanears. In 2023, Zound merged with Marshall Amplification in a deal reportedly worth over $1.4 billion, earning unicorn status and global recognition.

To have an entrepreneur of that calibre place his trust in TIDE is a powerful endorsement of our creative services and strategic capabilities. With X Shore, Konrad brings that same disruptive energy and brand-building expertise to the marine world, helping position electric boating not as a compromise—but as a statement. Their mantra, “The Power of Silence,” is not just a tagline. It’s a movement.

The Brief

Create high-impact, fast-turnaround video content during boat show activations that could drive excitement around the brand and increase online bookings for sea trials. The campaign needed to appeal to both lifestyle-oriented buyers and tech-savvy early adopters, while capturing the electric energy of live events.

Our Creative Approach

We first partnered with X Shore at the Cannes Yachting Festival, where our team delivered a real-time, show-based campaign. Content was ideated, shot, edited, and published within hours—allowing the brand to capitalise on the live buzz and maximise engagement while boats were physically available for test drives.

Our approach included:

Same-day video turnaround for social and digital release
Influencer-led storytelling featuring Tom Montgomery-Swan as on-camera presenter
Platform-optimised ad content for Meta and Google
Authentic testimonial edits from real users and early adopters
Hype reels that showcased the boats, the people, and the energy of the show

This wasn’t about post-show recaps. It was about striking while the interest was hottest.

The Output

Event highlight videos and reels
Influencer walkthrough content
Meta and Google ads
Customer testimonial videos
Social-first, mobile-native edits
Ongoing support for digital campaigns

Results.

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Making the “Power of Silence” more powerful than ever before.

A strategy that turned boat show hype into measurable sea trial bookings, introduced new audiences to the electric boating category, and reaffirmed TIDE’s position as the go-to agency for high-impact marine storytelling.

Content Creation

Educational

Marketing

Our campaign delivered more than content—it delivered conversion. By harnessing our deep knowledge of the marine industry, audience behaviour, and emerging electric propulsion trends, we helped X Shore not only create awareness, but also build trust in a category where many buyers are still cautious.

Electric boating is still a new concept for many traditional marine audiences. By leaning into X Shore’s brand ethos—“The Power of Silence”—we crafted a content strategy that wasn’t just visually engaging, but emotionally resonant. Through influencer-led walkthroughs, testimonial clips, and same-day event reels, we educated potential customers on what it feels like to experience X Shore. The result was more than hype—it was understanding.

We helped position X Shore as a credible, cutting-edge alternative to traditional combustion-powered vessels.

Our content humanised the tech, making electric propulsion more approachable and aspirational.

We saw a notable uplift in online sea trial bookings, directly correlated with the periods of heightened content activity. Meta and Google ad content created by TIDE outperformed previous benchmarks, delivering higher click-through rates and better-qualified leads. The campaign proved that even in a noisy show environment, the message of silence can speak volumes—when told the right way.

This work reflects TIDE’s unique position as a trusted authority in marine storytelling—able to translate brand vision into results through fast execution, emotional intelligence, and category expertise.

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