OVERVIEW
Midland USA, a leader in radio communication for over 50 years, built its reputation on reliability and innovation — but in recent years, the brand’s marketing had fallen behind. Its visual identity no longer resonated with modern audiences, and competitors like Rocky Talkie and  were gaining ground through sleek, cinematic storytelling.

To reclaim its position and re-energize its market presence, Midland embarked on a complete strategic rebrand. The company sought to shift from transactional product marketing to brand storytelling — focusing less on influencer promotions and more on authentic, visually powerful narratives inspired by brands like YETI.

Guided by three key pillars — Authenticity, Energy & Excitement, and Education & Utility — Midland partnered with Yerba Studios to reimagine its brand through a multi-year campaign. The goal: build deep brand loyalty by associating Midland products with real stories, real people, and real purpose across three core markets — Off-Roading, Agriculture, and Outdoor Adventure.

OBJECTIVE
Yerba Studios was tasked with developing and executing a brand-wide storytelling strategy that:

• Positioned Midland as the essential communication brand for outdoor adventure, off-road expeditions, and agricultural work.

• Showcased key products (MXT, GXT67, and GXT3000 series) through authentic, narrative-driven storytelling rather than traditional ads.

• Established a unified creative direction for Midland’s future content — one built on emotional resonance, cinematic visuals, and functional demonstration.

This partnership extended beyond individual campaigns. Yerba Studios worked closely with Midland’s marketing leadership to build full campaign strategies, pitch decks, storyboards, production plans, and creative budgets — overseeing the entire process from concept to delivery.

CREATIVE APPROACH

Chris Foy led the creative vision and direction of Midland’s new content strategy, executing a series of flagship storytelling campaigns that redefined how the brand connected with its audience.

The first campaign followed the Leadville 100 ultramarathon, one of the world’s most iconic endurance races. Chris co-directed and shot a cinematic documentary capturing hybrid-athlete Dan Churchill’s training, nutrition, and mental preparation alongside his crew — all using Midland radios to coordinate across the rugged Colorado backcountry. The deliverables included a hero film, a behind-the-scenes “Midland Story,” and a suite of short-form social assets. The project positioned Midland as a brand built for endurance, communication, and teamwork under pressure.