Caudwell Marine | Optical Marine

The Challange

We supported Caudwell Marine in launching the AX300 Diesel Outboard, designed for commercial and military marine operators. As a new entrant to the propulsion market, the challenge was not simply to create content, but to establish Caudwell as a premium maritime brand ahead of the launch.

In a sector dominated by long-established manufacturers, the brand needed to build credibility and trust from day one. Our content positioned both the company and the AX300 at the top of the market, communicating the outboard's performance, endurance, and reliability.

The approach

Rather than producing traditional specification-led product content, the focus was on positioning the brand as premium and authentic. To do this, the engineers, technicians, and operators were put at the centre of Caudwell Marine's narrative. By centring human connection, it reinforced the engineering expertise and real-world performance behind the brand. Our five-part content series focused on the development and testing process, revealing the work behind the product and the people who make it.

The Results

The content created now forms part of Caudwell Marine's wider marketing, website, and product launch activity. Rather than producing content for a single campaign, the project created a long-term content library that will continue to support future marketing activity across multiple platforms after the launch.

More importantly, the project helped establish a consistent visual identity for Caudwell Marine, positioning the company as a premium and engineering-led brand within the commercial marine sector.

Annie Stone, Marketing Manager at Caudwell Marine

“We worked with Optical Marine on a video and photoshoot earlier this year and couldn’t be happier with the results. Noah was fantastic to work with – professional, flexible, and went above and beyond both on the day of the shoot and throughout the editing process. The quality of the video and photography is superb, capturing exactly the look and feel we wanted and helping us to reflect our premium brand positioning within the marine industry. We’d highly recommend Optical Marine to anyone looking for high-quality, creative content.”