Behind the Garmin Campaign That Combines GPS, Data and Human Connection

​Whilst a Garmin device, upon first inspection, is a performance tool, tracking personal bests and sharing insights into the way our bodies function when put to the test, there are times where it can also serve as a lifesaving  tether, connecting outdoor survival to home and help, when needed. 

It’s thanks to Garmin’s LTE and satellite connectivity, that reframes Garmin “from being a companion for your best days to being a safeguard on your hardest ones,” says the brand’s global creative director Matt Bowne. The technology is the focus of the brand’s ‘fēnix 8 Pro Puts SOS on Your Wrist’ campaign, which takes viewers on a journey to safety from three different perspectives.

It was the ethos of the device itself that inspired NativeFour director Cameron Thuman, as he set about visualising a high-stakes, cinematic exploration of Garmin’s lifesaving technology in action, in a story grounded in “human emotion – anticipation, suspense, and ultimately, relief.”

Cameron was selected for his “amazing ability to balance intimacy and scale,” says Matt. “He can capture the beauty and intensity of an environment while never losing sight of the human story within it.” His consideration of human experience and emotion was crucial for this campaign, which needed a director who “could weave together parallel storylines that only Garmin can connect – the runner, the rescue team and the loved one at home.”

The film takes a non-linear approach, an element of the film that was established from the beginning of the project by Garmin’s creative team. “I loved that,” says Cameron. “At its core, fēnix 8 Pro is about connection. Not just GPS or data, but a human connection. No matter how far you go, you’re never truly alone. That duality between isolation and relief gives the story its heartbeat.”

The spot follows a narrative from three distinct perspectives: an injured trail runner alone in a forest, the Garmin response team alerted by an SOS call from the runner’s watch, and the runner’s wife, who anxiously waits at home to hear of her partner’s safety. 

For Garmin, a shared commitment to “precision and craft”, made NativeFour the ideal production partner to bring its vision to life. Garmin’s lead producer Kyle Pusateri explains, “They thrive in the outdoor and lifestyle space, and they understand how to translate technical features into human stories. They were true collaborators who elevated Cameron’s vision and ensured every detail was thought through and explored.”

Merging Technology with Purpose 

The film carries real emotional weight, derived from Garmin’s track record of coordinating over 18,000 emergency responses from start to finish. “This scenario isn’t hypothetical; it’s based on reality and our firsthand understanding of the risks that come in a life of exploration and adventure,” says Garmin’s senior lead art director Jason Laqua, and senior lead copywriter Ryan Carrothers. “We know how much it means to have peace-of-mind, for those who venture off grid and their loved ones at home.” 

They add that “reassurance” lies at the heart of the campaign, whereby the fēnix 8 Pro is elevated to more than a performance tool, but a “lifeline” too. “We wanted to show that Garmin’s technology goes beyond metrics and maps – it can be the difference between vulnerability and safety.”

Production was a highly collaborative process that always circled back to a key idea: “the what before the how”, explains Cameron. “Story first, technical second. We crafted the script to follow a steady rise, transitioning from anticipation and suspense to resolution. The Garmin team and I had a lively collaboration: someone would jump in – ‘This beat is the rescue inbound’, ‘This is where she realises something isn’t right’.

“That process led to eight unique camera formats, custom-built lenses, R&D on new rigs, and a four-hour scout flight in a three-seater plane to find the perfect fjord, amongst many other things!”

Cameron was committed to shooting everything in-camera, to provide a “lived-in authenticity” that would pull the audience into the story. This was achieved with the help of producers Dan Counihan and John Scarth, and director of photography Christopher Clark, who at times, adopted a “film school attitude” to capture the perfect shot. “Even with a large crew and production resources, sometimes you have to get gritty and think with a film school attitude – rolling on the ground to mimic a stuntman’s fall or testing how a watch bounces off a mattress,” says Cameron.

“That led to building a foam board dressed to match the Earth’s surface. We utilised every tool available, from a cellphone camera to the Inspire 3 drone – an artillery of equipment for custom-tailored shots that NativeFour backed us with the right people to make happen. When making a technical decision, we always came back to the story.”

In post production, the edit – overseen by Outsider Editorial’s Michael Barker – helped to emphasise the high stakes and emotions running through the film, drawing attention to the runner’s isolation and disorientation, whilst bringing a sense of urgency to Garmin’s response. 

After the edit took shape, music and sound, led by Ethan Myers, sound designer and composer at Vapor Music, helped to “elevate everything”, says Cameron. “The sound design’s job was to anchor the story in reality, while the score carried feeling."

Bringing all these elements together, the film emphasises the broader meaning behind the fēnix line of products: “technology with purpose”, adds Matt. “Garmin has always stood for authenticity and fueling passions. This campaign builds directly on that DNA. It says: we’re not just helping you perform, we’re helping you get home.”