Summer Anthem
The premise
Summer, as it's meant to be.
RTIC set out to own the feeling of summer—not through hype, but through the real moments that make the season matter: early drives, lake days, mountain air, and family time that turns into tradition. The challenge wasn't awareness; it was capturing authentic outdoor joy in a way that felt true to the community RTIC is built for.
The work
Think Less was brought in to create RTIC's Summer Anthem—a premium brand film that celebrated togetherness and adventure, while naturally showcasing RTIC as a trusted part of the ritual.
Think Less executed a lifestyle-driven production across lake and mountain settings, capturing warm, sun-soaked moments with an elevated, cinematic approach. The result was a :60 brand spot designed as a seasonal tentpole—timeless in feeling, modern in craft, and grounded in honest summer nostalgia.
Released as part of RTIC's seasonal push, the work positioned the brand inside the moments that matter most—reinforcing RTIC as a companion for real outdoor living, not just a product on screen.
This project showcases Think Less's ability to translate lifestyle into brand equity—delivering wholesome, emotionally resonant work that audiences recognize as real.
The frames
