Leupold

Total Dominance

To support the next-generation launch of Leupold’s flagship optic, VX-6HD, MAGNETIC created a cross-channel campaign system aimed at the most demanding hunters on the planet.

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Hunting with Leupold scope on rifle

The Creative Challenge

Leupold’s VX-6HD Gen 2 riflescope wasn’t built for the average hunter. It was engineered for the elite, those who push past the boundaries of terrain, weather, and human will in pursuit of the perfect shot. Our task was to develop a product launch campaign that lived up to that ambition. One that wouldn't just inform, but ignite the relentless drive of Leupold’s most discerning audience.

At the same time, we had to ensure the campaign worked in lockstep with Leupold’s core brand ethos: BE RELENTLESS.


The Market Insight

Elite hunters don’t just hunt. They command. Their success isn’t defined solely by the kill, but by the mastery of every variable: terrain, elements, mindset, and precision. They don't hope for the perfect shot, they prepare for it, endure for it, and own it.
This understanding became the launchpad for a campaign centered around one unapologetic idea...
Leupold Total Dominance Product Marketing Campaign Design Leupold Total Dominance Product Marketing Campaign Design

MAGNETIC crafted a campaign that captured what it truly means to dominate. Not just with a shot, but through discipline, control, and unmatched presence in the field. Total Dominance became our north star, representing both the performance of the VX-6HD Gen 2 and the mindset of those worthy of wielding it.

Importantly, this theme didn’t just coexist with Leupold’s brand platform, Be Relentless, it amplified it. While Be Relentless speaks to the hunter’s mentality, Total Dominance is the result of such a mindset put into action.

Partnership Drives Precision

Creative Collaboration from Start to Finish

From day one, this project was a true partnership. We worked closely with Leupold’s internal Creative Director throughout every phase, strategy, concept, and execution –  ensuring every asset and message was carefully aligned with the brand’s identity and ambitions.

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From Strategy to Execution

Integrated Product Campaign Details

MAGNETIC developed a fully integrated product launch system that spanned multiple touch points, all built around the Total Dominance theme:

 

Campaign Architecture & Messaging Strategy

Articulated how the product launch supported and elevated the core brand ethos, while carving out a powerful tone of its own.

 

Key Art & Trade show Graphics

Bold, cinematic visuals delivered high-impact stopping power at critical moments of launch, on the floor and in the field.

 

3D Product Videos Created

Immersive visuals showcasing the VX-6HD Gen 2’s elite optics and design, and durability to withstand the elements.

 

60-Second & 30-Second Launch Films

Cut with intensity, scored with a driving soundtrack, and crafted to evoke a visceral emotional response. These films embodied the rawness, blood, and brutal terrain of elite hunting.

 

Social & Digital Assets

Assets to be deployed across organic and paid media to build pre-launch anticipation and post-launch conversion, serving up assertive messaging and captivating visuals.

 

Leupold VX-6HD Gen 2 Rifle Scope billboard design Leupold VX-6HD Gen 2 Rifle Scope billboard design
Total dominance in a physical space
Leupold Paid Media Creative Design Leupold Paid Media Creative Design
Social and paid media
Total Dominance Ad Campaign Design for Leupold Total Dominance Ad Campaign Design for Leupold
Print collateral
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3D Render angle 1
Leupold VX-6HD 3d product design Leupold VX-6HD 3d product design
3D Render angle 2
Leupold Best Rifle Scope Details Leupold Best Rifle Scope Details
3D Render angle 3
Leupold VX-6HD 2 Scope Design Leupold VX-6HD 2 Scope Design
3D Render angle 4
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3D Render angle 5
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On Location Video Production

Capturing Dominance on Camera

To maximize authenticity and impact, Leupold partnered with a world-class crew of creators – each embedded in real, unscripted hunts across some of the world’s most demanding terrain. No storyboards. No retakes. Just raw, high-stakes moments captured as they unfolded.

Johnny Mitro Central Oregon Mule Deer Hunt Johnny Mitro Central Oregon Mule Deer Hunt
Central Oregon Mule Deer Hunt // Hunter: Johnny Mitro // Cinematographer: Jordan Kelley
Vancouver Jet Boat Mule Deer Hunt Vancouver Jet Boat Mule Deer Hunt
Vancouver B.C. Jet Boat Mule Deer Hunt (Nov) // Cinematographer: Nick Marchiando // Photographer: Connor Gabbott 
Ryan Bailey Montana Elk Hunt Ryan Bailey Montana Elk Hunt
Montana Elk Hunt (Nov) // Hunter: Ryan Bailey // Production: Clandestine Media Group
Kayley King Hunting Leupold Scope Kayley King Hunting Leupold Scope
New Mexico Elk Hunt (Oct 8–11) // Hunter: Kayley King // Cinematographer: Caleb Marmolejo
Garrett Rock New Mexico Mule Deer Hunt Garrett Rock New Mexico Mule Deer Hunt
New Mexico Mule Deer // Hunter: Garrett Rock // Photographer: Bianca Germain
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By sharing their lived experiences, these creators brought the Total Dominance narrative to life – capturing it in the wildest, rawest environments imaginable.

Gen 2 VX-6HD Leupold Scope creative design Gen 2 VX-6HD Leupold Scope creative design

Campaign Result? Killshot.

The product launch campaign earned immediate and unanimous internal buy-in – aligning Leupold’s product, sales, and marketing teams behind a shared vision and campaign platform. Externally, the work sparked strong engagement across retail, social, and trade channels, driving awareness exactly where it mattered.

More than a moment, Total Dominance gave Leupold a scalable messaging system to support future campaigns, collateral, and ambassador storytelling. A framework built to endure. A platform designed to grow. A campaign that hit its mark.