Mag Mountd — Diaries Vol.1 Ep.1
Featuring Cogo
Documentary Series for Mag Mountd
Mag Mountd Diaries Vol.1 Ep.1 is the first instalment in a documentary-led brand storytelling series created for Mag Mountd. Built around the campaign line “Tell your story, mount your ride,” the project shifts the brand away from product-first communication and into something more human: the riders, memories, and personal meaning attached to a board. Rather than simply explaining what the product does, the episode uses Cogo’s story to show why the idea behind Mag Mountd matters in the first place.
Overview
Objective
The objective was to build brand awareness, trust, and community growth by creating a story-led piece that stands on its own merits, not just as promotion. The episode is designed to help audiences connect with the culture around the product, making Mag Mountd feel less like an object being sold and more like part of a broader snow community and identity.
Audience
The work speaks to snowboarders and skiers who see their gear as more than equipment. For this audience, boards carry memory, identity, and proof of time spent on hill. The episode is aimed at people who value culture, story, and the emotional side of the sport, not just the technical function of a wall mount. That makes the film as much about belonging and credibility as it is about awareness. This audience fit also aligns with in.FRME’s documentary/brand storytelling offer, which is positioned around founder stories, personal profiles, and community films built to earn trust and long-term loyalty.
Challenge
The challenge was to launch or support a product that could easily be framed in a straightforward, feature-led way, while avoiding content that felt too salesy or forgettable. Mag Mountd’s differentiation is emotional as much as functional: it displays the base of a board, where marks, wear, and design often hold more story than the topsheet. The creative therefore, needed to communicate that deeper meaning through lived experience rather than product explanation alone.
The core concept behind Diaries is to let real riders give the brand its meaning. In Ep. 1, Cogo’s story becomes the entry point into the wider world of Mag Mountd, a world built around memory, identity, and the stories boards carry. By centring the person rather than the product, the film gives the audience a reason to care first, then lets the brand meaning land more naturally. This reflects the broader in.FRME methodology of building each asset around one clear takeaway, one clear audience, and one clear objective, then shaping the creative to earn attention and trust before asking for action.
Creative Concept
A series, not a one-off.
Outcome
The result is a documentary-led brand asset that gives Mag Mountd greater cultural depth and emotional credibility. Rather than asking the audience to care about the product on face value, the film builds desire through story, trust through authenticity, and community through a repeatable format. As the first chapter in the Diaries series, Ep. 1 establishes the model for how Mag Mountd can keep growing its brand: not by saying more, but by telling better stories through the people who live them.
Why it works
The piece works because it is story-driven, with human connection leading over facts, and because it is built to be valuable, not just promotional. It also establishes a repeatable series structure, giving the brand ongoing momentum and consistency rather than relying on one-off content spikes. In the deck, this is framed as a long-term storytelling system: interviews become hooks, hooks become cutdowns, and cutdowns can be tested and iterated across channels. That makes the work not only emotionally stronger but more commercially useful over time.