Garmin – Elements
Garmin is a global leader in GPS and performance technology. While their products are highly trusted, the challenge in today’s crowded market is cutting through the noise and creating content that resonates emotionally with athletes — not just functionally.
The opportunity: create a cinematic campaign that elevates Garmin from “gear brand” to “performance lifestyle icon
Concept & Approach
We developed “Elements”, a cinematic short designed to position Garmin within the raw, elemental experience of cycling.
Key Creative Decisions:
Theme: Man vs Self — using wind, rain, and terrain as visual metaphors for endurance and resilience.
Visual Style: Shot with steadicam, vehicles and high-end lensesto capture a gritty, immersive feel. Cinematic color and moody lighting to differentiate from polished “ad” aesthetics.
Narrative: Stripped dialogue, leaning instead on atmospheric sound design, heavy breaths, and nature’s texture.
Production Approach
Gear: Arri Alexa 35, Freefly Ember - Zeiss Superspeeds, Angenieux 24-290, Laowa Probe Lens
Execution: Two full-day shoots, capturing multiple weather environments to sell the “elements” concept.
Takeaway
Garmin – Elements shows how Anomaly Films transforms a simple brand proposition into a cinematic experience that resonates emotionally with athletes. It proved that even in spec work, our approach to sports storytelling delivers campaign-quality results on an agile budget — and positions us to scale this for major brands.
