Modern, Minimal Everyday Carry.

The JAMES Brand began in Portland, Oregon in 2012 with a group of designers, adventurers and entrepreneurs from Burton and Nixon who were looking for something better. Based on the adage that if you can’t find what you want, you might have to make it yourself, they decided to put pen to paper and design something new: knives made with premium materials, a minimalist design aesthetic, and clear attention to the details.

Through trusted personal relationships and our keen understanding of the market, PLAZMA was entrusted with capturing and conveying the brand values, and the lifestyles it caters to through compelling storytelling. The resulting content is an authentic reflection of the values of a diverse range of brand ambassadors who embody the JAMES spirit, and are long-standing participants in the everyday carry community.

The brand is just the right amount of Captain James Cook, James Dean and James Bond.

Strategy / Creative Direction / Scripting / Video Production