J.A. Russell's Reel Oarsome Fishing Tournament

The Brief: J.A. Russell Reel Oarsome Fishing Tournament Videography & Photography

The Reel Oarsome Fishing Tournament, J. A. Russell’s exclusive annual event for account holders, held this time across Auckland’s Hauraki Gulf. The brief called for genuine flexibility: our videographer and photographer joined one of the fishing charters at sunrise alongside J.A. Russell Ltd staff and clients, working the deck through the morning’s action before relocating to Grammar Tec Rugby Club in Orakei for the afternoon’s prizegiving. Moving seamlessly between an unpredictable on-water environment and a structured land-based event meant adapting on the fly — different light, different pace, different story to tell at each stage of the day.

Out on the boat, the goal was to capture the authentic energy of the day — customers landing their catch, the camaraderie between crews, and candid moments that felt unscripted rather than staged. Back on land, that same eye for genuine connection carried through: customers proudly showing off their fish, the Kai Ika Project‘s filleting service in action, branded merchandise woven naturally into real moments (a chilly bin loaded with the day’s catch, customers in tournament shirts), and the buzz of the prizegiving as winners were announced. Throughout, the focus stayed on the staff and customers themselves — their experience and participation took priority over any branding or promotional polish.