This is the industry we know best. Firearms, optics, suppressors, body armor, tactical gear - the brands serving the military, law enforcement, and the civilians who take their training and equipment seriously.
The Defense vertical isn’t a category we expanded into. It’s the category we were built for. Most of our active retainer clients are firearms manufacturers, optics companies, or tactical accessory brands. The team produces content for these brands every week of the year – on ranges, in studios, on training events, at SHOT Show. We understand the platform environment, the compliance landscape, the audience expectations, and the cultural expectations that come with marketing in this industry, because we work inside it every day.
We work with brands that build the products and the brands that serve the people who depend on them. Civilian sporting and concealed carry. Military procurement and contracting. Law enforcement and federal agencies. Each audience has different expectations for what authentic content looks like, and we build campaigns that hit the right register for each one without compromising the brand voice that holds them together.
The Audiences We Serve
Every Defense brand serves a slightly different audience, and the marketing has to reflect that. A military-only optics manufacturer doesn’t market the same way a concealed carry holster brand does. A duty-grade body armor company addresses a different buyer than a competition pistol brand. We work across the full spectrum of audiences in this industry, and we know how to speak to each one without losing the others.
Military, Law Enforcement, and Federal Agencies
Brands selling to professional end users have to communicate capability, durability, and trust. The content has to hold up to scrutiny by people who use this equipment under conditions where it has to work. We produce content for brands serving SOCOM, federal agencies, state and local LE, and allied military forces – the campaigns lean on demonstrated capability, real operator input, and the kind of cinematography that signals seriousness without crossing into theatrical.
Mil/LE with Civilian Crossover
The largest part of the industry sits here – brands selling primarily to civilian shooters who want the same equipment professional users carry. Holsters, optics, suppressors, body armor, tactical accessories. The marketing has to honor the professional pedigree while connecting with the civilian buyer who wants the gear without pretending to be something they’re not. This is where the content gets most layered, and where audience fluency matters most.
Civilian-Focused Sporting and Concealed Carry
Concealed carry, sporting competition, home defense, training, and the broader civilian shooting community. These audiences expect authentic content from brands that actually shoot, train, and carry. We build campaigns that respect the audience’s expertise rather than condescending to it – whether that’s a CCW holster brand, a sporting pistol manufacturer, or a precision rifle company.
Services Built for Defense Brands
Defense brands need an agency that can produce the content, navigate the compliance environment, and run the platforms most agencies refuse to touch. We do all of it under one roof. Here’s the work we do across this vertical.
Cinematic Brand and Product Video
Product launch campaigns, brand films, mini-documentary series, and live event coverage. We produce on ranges, in studios, on training environments, and on location with the cameras and crews to handle conditions most production companies can’t. Cinematic films, social cutdowns, and trade show video all built from the same campaign and engineered to drive the launch from teaser through full-rate distribution.
Product Photography for Firearms, Optics, and Tactical Gear
Studio photography, lifestyle shoots, range photography, and the technical product imagery that ecommerce and dealer programs require. We’ve shot firearms, optics, suppressors, body armor, knives, holsters, and the full breadth of tactical accessories – in studio environments, on real ranges, and in environmental conditions that prove the equipment under realistic use.
CGI for Cutaways, Technical Animation, and Impossible Camera Angles
Photorealistic 3D rendering, technical exploded-view animations, cutaway sequences showing internal mechanisms, and the impossible camera angles that physical cameras can’t capture. CGI lets product launches show what makes a product different at a level real photography can’t reach. We’ve delivered CGI work for major optics, firearms, and tactical brands – integrated with live-action footage when needed.
Digital Advertising on the Platforms Firearms Brands Can Actually Use
Meta and Google ban most firearms advertising, but compliant brands still run profitable paid media every day. We do it for our clients across Google, Meta, Reddit, X, Truth Social, Rumble, programmatic networks, and the 2A-friendly platforms that most agencies don’t know exist. Account hygiene, creative compliance, audience strategy, and the policy navigation that keeps the campaigns running.
Email and SMS Marketing for FFLs and Firearms Brands
Lifecycle email automation, SMS campaigns, and retention programs on Klaviyo, Listrak, and the major platforms – built for FFLs, firearms brands, and tactical retailers selling regulated products to engaged audiences. Welcome series, abandoned cart recovery, product launch campaigns, and the post-purchase content that turns one-time buyers into long-term customers.
Social Media on the Platforms That Allow Firearms Content
Content production, calendar management, community management, and platform-specific strategy for brands operating in a social environment that gets harder every year. We know which platforms allow what, which content gets accounts banned, which workarounds hold up, and how to produce content that performs without putting the account at risk.
Custom Ecommerce for Firearms and Tactical Brands
Most firearms brands sell through Shopify or WooCommerce, often with FFL-compliant fulfillment, age-gating, and product restrictions other platforms don’t have to navigate. We build custom platforms that handle the catalog complexity, compliance requirements, and dealer locator integrations the industry requires – integrated with the marketing stack so every channel works together.
SEO for Firearms, Defense, and Tactical Brands
Most generalist SEO agencies won’t take firearms work. Most that will don’t understand how the industry actually performs in search – the long-tail product searches, the comparison queries, the platform-specific terminology, and the technical schema and structured data that firearms ecommerce needs. We’ve built SEO programs for firearms manufacturers, accessory brands, and full-service retailers, and we know what moves the needle in this category specifically.
Brands We Work With in the Defense Industry
The Defense vertical is where most of OMG’s roster lives.
Beretta and Heckler & Koch are long-term partnerships across the breadth of what these brands do in the U.S. market.
KelTec is a full-service retainer client. We run their ongoing marketing program across digital advertising, social media, email, content production, and the cinematic product launches that anchor their SHOT Show cycle – including the MP50/KP50 launch campaign.
EOTECH has been a partner since 2022 across product photography, lifestyle content, and the CGI launch films that anchor their major product introductions, including the Vudu X and the SHOT Show 2026 launch campaign.
SIG Sauer is an annual project client across video, photography, and event coverage – we produced the Romeo X launch, the M400 TREAD campaign, and the Bayou Baptism film, and we’re producing all of the SIG Next event content this year.
Eclipse Holsters is a full-service retainer – digital advertising, email, social media, website, and SEO.
SB Tactical is a full agency-of-record relationship with measurable SEO results across the entire brand.
VKTR Industries is a brand we built from zero – naming, identity, website, video, social, PR, and a full launch at SHOT Show in three months from a blank slate.
A3 Tactical and HB Industries both run on our core retainer package – digital advertising, email, and social media.
Precision Armament runs a social, email, and SEO program with us.
Hogue Inc and Hogue Knives anchor a multi-brand retainer across social and content.
Dillon Precision, Infinite Defense, and a broader roster of firearms manufacturers and accessory brands round out the active client base in this vertical.
Why OMG for the Defense Industry
We Live It
Our team isn’t pretending to be shooters for the sake of client work – it’s how we spend our weekends and how we built this agency. We shoot, train, carry, and stay current with the products our clients make. The authenticity in the content we produce reflects who we actually are, not who we’re trying to look like.
We’ve Done the Compliance Work
Firearms advertising sits in the most restricted category of any consumer industry on every major ad platform. Most agencies won’t touch this work because they can’t navigate it. We run paid media for firearms brands every day – across Google, Meta, Reddit, X, Truth Social, Rumble, programmatic networks, and the 2A-friendly platforms most agencies don’t know exist. We’ve built ad accounts that get approved and stay approved, and we know the difference between a campaign that scales and a campaign that gets the account banned.
We Understand the Industry Calendar
SHOT Show. NRAAM. IWA. Range Day. Distributor sell-in windows. Tax-return season at the consumer level. BFCM. The firearms industry runs on a calendar most agencies don’t understand – which means most agencies miss the windows that actually drive revenue and dealer traction. We build campaigns around those windows because we work them every year.
International Brands Entering the U.S. Defense Market
The global firearms manufacturing landscape is dominated by European, Turkish, Israeli, and Asian companies, and most of them need U.S.-market expertise to enter or expand. We’ve done that work for Sarsilmaz (Turkey’s largest firearms manufacturer) and Theon International (the optronics manufacturer behind many of the night vision and thermal systems used by allied forces). Beretta, Heckler & Koch, and SIG Sauer all operate U.S. entities for European-origin parent brands, and the marketing work we do supports the U.S. operations of those companies. International market entry is its own discipline – distributor networks, ATF and FFL compliance, advertising platform restrictions, dealer programs, SHOT Show strategy, and the cultural translation that separates a U.S. brand from a foreign brand selling into the U.S.
Learn More About U.S. Market Entry for International Brands →
Ready to Build a Marketing Program Built for This Industry?
The Defense industry doesn’t need a generalist agency adapting from another category. It needs an agency that lives inside this industry every day. We’re built for the firearms manufacturers, optics brands, tactical accessory companies, and the full breadth of brands that serve military, law enforcement, and the civilians who depend on this equipment. Let’s talk about what your brand needs and how we’d build a program around it.
Industries We Also Serve
The Defense audience overlaps with two other industries we work in deeply.
Marketing for hunting, fishing, outdoor, and sporting goods brands. The audience knows the gear cold. The content has to as well.
Marketing for automotive, offroad, tuning, and aftermarket performance brands. Built for audiences that evaluate products the way they evaluate everything else – with experience and zero tolerance for inauthentic content.
Ready to Talk?
If you’re looking at this page, you’ve probably worked with a generalist agency that didn’t quite get the outdoor industry you’re in. That’s the gap we close. Whether you need a single service or a fully integrated retainer, we’ll be straight with you about what we’d recommend, what it would cost, and whether we’re the right fit. Initial conversations are no-pressure.