Fly fishing is an immersive culture. People get into it, and then you don’t see them much anymore as they take long, solitary trips to remote places. Redington fills a niche somewhere between entry level stuff and those crazy setups that cost as much as a used car. We thought it was beautiful gear, though, so we shot it all up close and personal and did what fishermen do — tell stories about it. Kudos to my late friend and AD/Designer Geoffrey Lorenzen, who looked at all of the extant marketing in the category, saw a million dudes standing in streams at sunrise, and knew we had a chance to stand out by doing something different.