InGoodTaste, the creative consultancy in collaboration with Columbia Sportswear, is kicking off their spring campaign for Columbia’s new Professional Fishing Gear collection, ‘That’ll Fish.’ The campaign showcases the unwavering spirit and dedication of committed anglers for whom fishing is both a lifestyle, one passed down through generations, and an obstacle-defying passion. Location played a pivotal role in the production, with the goal of identifying a wide diversity of angling experiences so that different types of anglers would see themselves in the work. The team sought various fishing techniques, from fly to traditional spin and baitcasting; a wide range of species; and a variety of waters, including saltwater off-shore, in-shore flats, and accessible freshwater ecosystems. The coastal shores of Charleston, South Carolina emerged as the ideal destination due to its angler’s delight of ecological richness and habitat. two days before the shoot, news of an impending Atlantic Hurricane broke. InGoodTaste in partnership with FlyLords production swiftly initiated provision planning and worked tirelessly with captains, anglers, marinas, and crew members to adapt plans, revise schedules, and prioritize safety. With a small break before Hurricane Idalia made landfall, a resilient crew and dedicated anglers seized the opportunity to venture out before sunrise. Over the course of four days the team was met with hurricane winds and a fair share of thunder, lightning, heat and swells. This all added to the epic backdrop and moody skies, but the in between moments of calm, while brief, were equally appreciated.