How we built a modular content system for Fjorden

Fjorden partnered with Humble&Brag at a moment where the product itself was already strong—but the challenge was translating what it feels like to use it.

The Fjorden Grip isn’t something people fully understand from a spec sheet or product page. Its value shows up once you’re out shooting: when you stop thinking about your phone, when physical controls replace touchscreens, and when photography starts to feel intuitive again. That made content the obvious lever—not to explain the product, but to let people experience it vicariously.

Rather than defaulting to traditional product advertising, we focused on creating photography content first. The kind photographers actually watch: exploratory, slightly geeky, grounded in real-world use, and honest about trade-offs. Content that respects the audience’s intelligence and curiosity, instead of trying to sell to them in the first five seconds.

Short-form: showing the feeling

We developed a suite of short-form, modular videos designed to look and feel like genuine photography exploration—not ads. Shot across Berlin, the content followed real use cases: street portraits, architecture, studio setups, and everyday shooting on the move.

Each piece subtly highlighted Fjorden’s strengths—tactile controls, portability, and precision—while integrating the Leica LUX app as part of a natural shooting workflow. To enable rapid testing and iteration, everything was built as a modular system, with interchangeable hooks, bodies, and outros that could scale across paid and organic channels.

Long-form: building trust and depth

Alongside Shorts, we produced a set of long-form YouTube videos designed for a different—but equally important—audience: people actively researching Fjorden.

These videos explored real-world questions photographers actually ask:

• Can an iPhone really replace a pro camera in certain situations?

• What are the trade-offs compared to a full-frame setup?

• How does Fjorden fit into a serious photographic workflow?

Rather than polished demos, the long-forms leaned into honest comparison, experimentation, and nuance. This content served a dual purpose:

1. Evergreen trust-building content for people discovering Fjorden organically.

2. Low-cost, in-feed YouTube placements for targeted marketing and remarketing—meeting potential customers at the moment of consideration, not interruption.

The Results

📱 A cohesive content ecosystem spanning short-form and long-form video

🎥 Long-form YouTube videos generating tens of thousands of views in a niche, high-intent audience

🧩 A modular creative system enabling rapid iteration across paid and organic channels

🔍 High-trust educational content supporting users researching Fjorden post-Leica acquisition

📈 Cost-efficient YouTube in-feed placements for prospecting and remarketing

🧠 Clear articulation of Fjorden’s value: control, simplicity, and portability—now reinforced by Leica’s photographic heritage