/Automotive · 2025 to now
GME US
GME is an Australian radio company, and in the US most people had never heard of it. They hired me in late 2025 to fix that. So I run their radios in my own Land Cruiser, shoot them on real trips, and bring other creators along when a trip needs more trucks. Every month GME gets a fresh batch of photos and reels, and it ends up everywhere: social, their website, print.
/The brief
Get American overlanders to trust a radio brand they'd never seen. One shoot wasn't going to do that. It needed to show up every month, from people who actually wheel.
/The approach
The radios live in my rig and go where I'd go anyway. Snow runs, the coast, the desert, nights on the trail. Honestly, a lot of what sells a radio is small stuff, like a mic in a gloved hand or the antenna whipping on the hood. When a trip calls for more trucks, I bring other creators in.
/The content
Around 15 photos and a couple of reels a month since October 2025. Nothing's shot in a studio. Every radio you see here has been on a trail.
/Teaching it
Somewhere along the way it turned into teaching. GMRS confuses people, me included at first, so I started writing about it on Field Notes. How to get licensed, how to program zones on the XRS-660-U, why your whole crew should switch at once.
