When KelTec came to us with the MP50 and KP50, they didn’t ask for a product video. They asked for a launch.
That distinction matters. A product video shows the gun. A launch defines how the gun is experienced – in the inbox, in the feed, in the search results, in the conversation that happens between the moment someone hears about it and the moment they decide they want one.
This is the story of how we built that launch, starting with the camera and rolling out across every channel a modern firearms release needs.
The Brief
The ask was clear: make something different. Not another spec-sheet walkthrough, not another tabletop product reel. KelTec wanted a cinematic, high-impact launch film that would set the tone for the MP50/KP50 release and stop people in their tracks the moment it hit their screens.
The timeline was tight. The stakes were high. And because KelTec is a full-service OMG client – meaning we run their video and photo production alongside their digital advertising, email and SMS, social media, social listening, SEO, website management, and marketing strategy – everything we shot was going to feed every other channel within hours of the spot going live.
That changed how we approached the production. Every frame had to work as a 30-second TV-style cut, a 15-second vertical for paid social, a still photograph for email, a hero image for the product page, and a piece of organic social content – all at the same time. Pre-production wasn’t just about the film. It was about the campaign.
The Production
We built a narrative-first concept around a modern action-film tone. Cinematic direction, intentional lighting, deliberate pacing – all designed to elevate the MP50 and KP50 beyond what a typical product reveal looks like in this category.
Casting mattered. We brought in talent with real military and law enforcement backgrounds, because authenticity reads on camera and reads even harder in this audience. The end consumer can spot a stock-footage actor holding a firearm from across the parking lot, and KelTec’s customers were never going to give a pass to anything that didn’t feel real.
From scripting to final edit, every piece of the production stayed in-house. Our director, our DP, our lighting team, our editors, our colorist – all OMG, all aligned on the same vision from day one. That’s a different operating model than most agencies in this industry, and it shows in the final product.
Pre-Visualization: Where the Production Earned Its Budget
Pre-visualization is one of the most underrated parts of a high-quality production – and one of the clearest indicators of whether a team actually knows what they’re doing on a tight timeline.
Before a single frame was shot, our team built a complete animated pre-viz of the launch film: blocking, camera moves, transitions, pacing, beat-by-beat cuts. By the time we showed up on set, every department knew exactly what they were shooting and why.
The split-screen comparison above is what good pre-production looks like. The finished film matches the animated pre-viz almost exactly – because the planning had already done the heavy lifting before anyone called action.
What Came Next: The Campaign Built Around the Film
The launch film is the centerpiece. But for KelTec, the film was also the asset library that powered every other channel for the launch and the months that followed.
- Paid digital advertising. Our digital ads team built the media plan and ran cutdowns from the launch film across paid social and display – a 30-second hero edit, a 15-second vertical for Reels and Shorts, plus quick-cut variants for retargeting. Same source footage, multiple media weights, all optimized to the platform.
- Email and SMS. Photography from the production day anchored the launch email and the SMS announcement to KelTec’s owned audience. We designed the creative, wrote the copy, segmented the list, and scheduled the sends to fire in coordination with the public reveal.
- Social media. The organic rollout was planned alongside the production – so the day the film dropped, KelTec’s feeds had a run of curated content, behind-the-scenes assets, photography, and short-form cuts ready to go. The launch didn’t live for one day. It lived for weeks.
- Website and SEO. Our web team designed and optimized the MP50 and KP50 product pages on keltecweapons.com. Page structure, on-page SEO, schema markup, image optimization, and internal linking – all built to capture organic search demand the moment people started typing “MP50” into Google.
- Social listening. Our team tracked the conversation around the launch in real time. Sentiment, share of voice, competitor reactions, and emerging themes all fed back into the campaign so we could adjust messaging, capitalize on positive momentum, and flag anything that needed a fast response.
That’s what a true integrated launch looks like – one team, one creative core, every channel pulling in the same direction.
Why This Matters for Your Brand
Most firearms brands don’t get this kind of campaign because most agencies in this industry can’t deliver it.
Some agencies can shoot a great spot but can’t run media against it. Some can run media but can’t produce anything you’d actually want to put in market. Some can do both but don’t understand the firearms audience well enough to make the work feel authentic. And almost none of them can also run your email, your SMS, your social, your website, your SEO, and your social listening from the same building, with the same team, on the same calendar.
That’s the operating model OMG was built for. We are one of very few full-service agencies in the firearms, tactical, outdoor, and defense space – and the only one in our category running production, marketing strategy, digital advertising, email and SMS, social media, social listening, SEO, and website management under a single roof.
When everything is in-house, every asset works harder. The footage from a single shoot becomes ad creative, email visuals, social content, web imagery, and trade-show material. The brief that informs the script also informs the media plan. The launch doesn’t get handed off three times before it goes to market.
If you’ve got a product launch on the calendar – or a campaign that you know needs to feel like more than a single deliverable – this is the kind of work we want to do.
If you’re ready to build a launch that lives across every channel your audience actually pays attention to, let’s talk.