SOG Specialty Knives, Inc

SOG Specialty Knives – Creating a Commercial Film That Stayed True to the Brand

One of the things I enjoy most about commercial videography is that no two projects are ever the same. Every brand has its own personality, its own audience and its own story to tell. When SOG Specialty Knives approached me to produce a promotional film, I knew the challenge wasn’t simply creating beautiful footage – it was creating something that felt authentic.

SOG has a long history of producing knives and multi-tools inspired by the original MACV-SOG reconnaissance units of the Vietnam War. Today, their products are trusted by military personnel, law enforcement, outdoor professionals and adventurers across the world. That’s a heritage that carries real weight, and I wanted the finished film to reflect that without feeling forced or overly dramatic.

For me, commercial videography always starts by understanding who the audience is. People buying outdoor equipment don’t just want to see a product on a turntable or against a white backdrop; they want to imagine how it performs in the environments it was designed for. That shaped every decision we made throughout the shoot. Instead of relying on polished studio imagery, I took the products into the landscape where they belonged, using natural light, woodland locations and cinematic movement to create a film that felt genuine rather than manufactured.

As with any product film, the smallest details often make the biggest difference. The texture of the handle, the finish of the blade, the way the light catches the steel and the confidence with which a tool is used all help tell the story without needing a single line of dialogue. Those moments are easy to overlook, but they’re often what gives a commercial film its sense of quality and authenticity.

While the finished video was the main deliverable, I always approach productions like this with the bigger picture in mind. A single filming day should create far more than one promotional edit. By planning ahead, the same shoot can provide content for websites, social media, product launches, exhibitions and future marketing campaigns, giving clients a library of professional assets that continue to deliver value long after filming has finished.

Having spent more than a decade producing photography and video for defence manufacturers, tactical brands, engineering companies and specialist organisations, I’ve learnt that audiences in these industries notice the details. They know when equipment is being used naturally, when locations feel believable and when a story has been created with genuine understanding rather than assumptions. That’s something I take seriously on every production because authenticity can’t be added in post-production.

Looking back, this project wasn’t really about filming knives. It was about telling the story of a brand through carefully considered visuals and creating a piece of content that people would genuinely enjoy watching. That’s what I aim to achieve with every commercial project, whether I’m working with an international manufacturer or a growing independent business.

If you’re looking for commercial videography that goes beyond simply showcasing a product, I’d love to hear about your project. I work with businesses across Surrey and throughout the UK, creating commercial films and photography that help brands tell their stories in a way that feels honest, engaging and memorable.