From Idea to Infomercial

Garmatex Technologies, an innovative creator of fabric technologies had developed a new cooling fabric they called IceSkin. The best way for them to present their fabric was with a finished product so they created an IceSkin golf shirt. 

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The Problem

Agency Media was tasked with introducing this IceSkin golf shirt to the market, including developing an infomercial. As Penelope Henriques, Project Manager for the IceSkin infomercial campaign explains, “We had determined the fonts, but nothing else.”

The Approach

The team pitched a production concept that would provide content for more than just an infomercial—and it all started by heading to the hottest region in North America, Death Valley. We incorporated other characters into the IceSkin story—including firefighters, professional golfers, and caddies—to engage customers in a story that went beyond technical fabric specifications.

We took a crew down to Death Valley for one week and then another week in Las Vegas. Working with a lean crew, we had crew members who were also cast members. While we were producing the infomercial, we also recorded testimonials from pro golfer Isaac “Sasquatch Sanchez and Tourquest members to use on social media. To create a high-budget feel we rented an RV and wrapped it in an IceSkin design to make it look like a tour bus. Further promotions in Georgia, Orlando, California and enhanced the profile of the IceSkin campaign.

The Results

Agency Media provided Garmatex will a full IceSkin package—from branding, website and social to a full IceSkin infomercial. The infomercial—which aired on a number of American networks including Golf Channel, NBC Sports, Fox Business and ESPN—was an overview and the photographs and videos presented on social all built into that overarching story.  

See The Project In Action

Curious to see what IceSkin looked like? Check out our video page to see the full project.

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