Case Study: Beretta USA
500 YEARS. ONE PASSION.
PROJECT SUMMARY:
Beretta USA retained MSM to ideate and produce the launch campaign and materials for the 92X Performance Defensive centered around the IDPA shooting competitions. The campaign and all supporting materials were delivered to soft-launch the pistol at the IDPA Nationals in Colorado. The pistol was then launched at the NRA Show in 2022. Beretta gained traction as an innovative brand providing a pistol that caters to the shooting competition sports world. The campaign also featured a woman shooter as an effort for outreach to new female gun owners.
SERVICES PROVIDED:
STORY BOARDING
PRE-PRODUCTION
PRODUCTION
POST-PRODUCTION
LAUNCH STRATEGY
DELIVERY
LIVE EVENT
MSM PROCESS
A CLASSIC CASE OF A SMALL PRODUCTION WINDOW & A BAD WEATHER FORECAST…
The biggest challenge for this project was time and environment. Beretta had reached out to MSM with a two week window to execute and deliver the project. The decision was made to go with a local location to expedite the time it took for production to maximize the post-production timeline. MSM relied on a small-scale production team with 3-5 people on set with a focus on the the personnel and equipment staying as nimble & light as possible with a handheld approach.