The Opportunity
Ridgecrest Summer Camps wanted a flagship brand film that could increase registrations while helping families understand what makes the camp unique.
The challenge was that most camp marketing looks remarkably similar. Every camp has outdoor adventures, exciting activities, and smiling campers. Those elements are important, but they rarely explain why a parent should choose one camp over another.
The real opportunity was to speak to both audiences at once. Kids needed to see an experience they wanted to be part of. Parents needed to see something deeper: how camp could shape the character, faith, and future of their child.
The Approach
Working from a concept and partnership by DYBA, Cloudfire helped bring an unconventional idea to life.
The film follows a group of children presenting a case to their parents for why they should be allowed to attend camp. The courtroom-style presentation provided a framework for humor while also organizing the story around Ridgecrest's key value propositions.
Each argument highlighted a different aspect of the camp experience, from adventure and friendships to Christian formation and character development.
The creative insight behind the piece was simple: parents don't ultimately choose camp because of zip lines or water slides. They choose camp because they care about who their child is becoming.
By combining narrative storytelling, comedy, and traditional camp footage, the film delivered a message that resonated with both decision-makers and attendees.
The RESULTS
The film became the homepage hero video for Ridgecrest's marketing efforts and helped establish a distinctive voice for the brand.
The following summer, camp registrations sold out, and the video continued serving as a central piece of Ridgecrest's recruitment and awareness efforts.
Most importantly, the project helped move the conversation beyond activities and amenities, reframing Ridgecrest as a place where students grow in faith, character, and confidence while having the adventure of a lifetime.
FULL CREDITS
Client: Ridgecrest Camps
Executive Producer: Matt Stapp
Agency: DYBA
Prod Co: Cloudfire
Writer: Jason Dyba
Director/DP/Editor: Kevin Collins
Gaffer: Cameron Kirschner
1st AC: Will Gary
Camp B-Roll: Chris Galloway