Client

Mil+Spec Liner

Objective

Mil+Spec Liner needed to grow their brand presence, strengthen dealer relationships, and showcase their commitment to innovation in the protective coatings industry. They wanted content that could both attract new dealers and help existing ones—while also inspiring consumers to choose Mil+Spec at their local shop.

Approach

I partnered with Mil+Spec Liner on a long-term retainer, handling the full scope of production: planning, camera work, drone operations, editing, and delivery. Our content strategy included:

  • Social Content: Reels and lifestyle photography to drive awareness and engagement.

  • YouTube Tutorials: Educational videos on equipment, product installs, and application processes—designed for dealer training and credibility within the industry.

  • Event Coverage: Recaps and promotional content from major events including SEMA (2022–2024) and Rendezvous in the Ozarks.

  • Dealer Features: Traveling to shops across the U.S. to highlight dealer installs and their role in Mil+Spec’s growing network.

A key creative challenge was filming in spray booths during applications—capturing the process without damaging equipment from overspray—while still producing clean, high-impact visuals.

Deliverables

  • Social media reels and photo packages

  • Event recap videos

  • YouTube tutorials and long-form educational content

  • Dealer/shop highlight videos and photos

Results

  • Mil+Spec’s dealer network more than doubled since launching this content strategy.

  • Positive dealer and consumer feedback: “This looks like a brand I want to be a part of.”

  • Content has been showcased across social media, YouTube, the Mil+Spec website, and at major industry events.

Biggest Win

The ability to shoot on the fly—in warehouses, dealer shops, trade shows, and spray booths—and still create visually engaging content from a typically “dirty” process.

Key Takeaway

Through high-energy visuals, tactical storytelling, and technical education, we’ve been able to elevate Mil+Spec Liner’s brand. The content not only drives new dealer interest but also pushes consumers into their shops, strengthening Mil+Spec’s reputation as a trusted leader in protective coatings.