EMMA KJAER
Strategist & Senior Copywriter


CRUA Outdoors


The Truth Behind PETs

AAF Austin - Best of Show, Gold & Judge’s Choice 2023

Strategist & Senior Copywriter // Emma Kjaer
Creative Director of Production // Blake Takushi
Creative Director of Design // Miguel Plascencia
Production Specialist // Elliott Beltran
Producer & Assistant Director // Tori McCarthy Mission: Hidden beneath the surface (a traditional camping tent), CRUA needed a creative way to not only bring awareness to their product, but educate consumers on its many benefits outdoors.

Insight: Just as great athletes fuel themselves for success, great dads need a little advantage every now and then to perform in the outdoors. 

Idea: Greatness is relative. For some it’s a gift, for others it takes a little extra to get ahead. In other words: “If you’re not cheating, you’re not trying.” To unveil camping’s best kept comfort secret, we set out to uncover the truth behind PETs (performance enhancing tents). 

Presenting, the true hero behind some of the greatest, most well-rested dads camping has ever seen: the Culla from CRUA.







CRUA Outdoors

Austin, TX

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