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bass pro shops sits in a unique brand position - attracting two near-opposite demographics:

1) the classic outdoorsman

2) the frat bro / tiktoker

we created two characters to become the new faces of bass pro shops advertising.

follow kyle and willie on their grand adventures and watch as their unlikely friendship blossoms.

copywriters: sydney illum, danny facer

art director: sydney christensen

director: morgan capener

dp: tyler davies

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