OVERVIEW
Midland USA partnered with Yerba Studios to spotlight their MB400 radios in action during DeForge Maritime’s wildfire relief efforts in Lahaina, Maui, Hawaii. The project documented the critical maritime transport of modular homes from California to Maui, showcasing the tugboat crews navigating complex logistics and challenging ocean conditions to deliver essential housing to wildfire-affected communities. The campaign aligned Midland’s brand with real-world resilience, reliability, and rugged performance.

OBJECTIVE
The goal was to create a compelling, cinematic narrative that both demonstrated the effectiveness and usability of Midland radios in high-stakes environments and highlighted the scale and impact of the recovery efforts. The campaign needed to deliver a branded spotlight video showing the MB400s in action, and social content for web and marketing channels.

CREATIVE APPROACH
Chris Foy served as Director and DP, capturing the entire journey from early morning preparations at California docks, to the tugboats’ ocean crossing, and the unloading of modular homes in Lahaina. The production combined dynamic handheld and aerial cinematography with interviews of tugboat crew, DeForge stakeholders, and community members, providing an immersive perspective on the relief initiative and illustrating  the pivotal role of Midland radios in keeping crews connected. The resulting campaign delivered authentic, visually engaging content across social platforms and marketing channels, reinforcing Midland’s position as the trusted communication partner in rugged, high-demand scenarios.