The Rowing Dock, one of downtown Austin's most popular and well-managed kayak and stand-up paddleboard outfitters, wanted a promotional video that would capture attention just in time for their summer season rush. The result? A creative collaboration that pushed the boundaries of what's possible on a paddleboard.

Located on Lady Bird Lake (formerly Town Lake) in the heart of Austin, The Rowing Dock offers locals and visitors access to some of the best urban paddling in Texas. For this promotional piece, they came to us with an unconventional idea: put a grill on a SUP and create something memorable.

After weeks of planning and collaboration, we engineered a custom floating platform composed of two stand-up paddleboards securely tied together with a solid plywood underbelly—strong enough to support a grill and withstand any wake from passing boats or paddlers. The construction had to be both stable and safe while maintaining the playful spirit of the concept.

The production itself became an adventure worthy of the content we were creating. With dark storm clouds rolling in, we had exactly one hour to capture the entire sequence before the skies opened up. The pressure added authenticity to the shoot—there was no room for multiple takes or extensive setup. What you see in the final video is genuine spontaneity, quick thinking, and a team working together under nature's deadline.

The finished promo perfectly captures The Rowing Dock's brand identity: adventurous, creative, uniquely Austin, and always ready for a good time on the water. It showcases not just their equipment rental services, but the lifestyle and experiences they enable for anyone who wants to explore Lady Bird Lake.

This project demonstrates how effective promotional content doesn't always require massive budgets or elaborate productions—sometimes the best marketing comes from embracing creative ideas, collaborating closely with clients, and executing under real-world constraints that add urgency and authenticity to the final product.

Perfect for outdoor enthusiasts, Austin locals, visitors planning lake activities, marketing professionals interested in creative promotional concepts, and anyone who appreciates the intersection of outdoor recreation and innovative content creation.