KORE Outdoors Podcast
KORE Outdoors
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Short Form, Big Impact: Darren Rayner's Video Strategy For Outdoor Brands
Darren Rayner has been shaping how brands tell stories online for more than two decades. As the founder of Magnafire, a Vancouver-based creative agency working with Red Bull, Arc’teryx, and Lululemon, Darren shares how his early days running a snowboard apparel brand gave him a unique lens on content long before “content” was a thing. In this episode, we trace his journey from spray-painting t-shirts and hacking video streams in 2001 to leading a team producing some of the most effective short-form content in the outdoor industry today. Darren breaks down why short videos outperform long ones, how brands can use the “content pyramid” to stretch their budgets, and why founder-led storytelling matters more than ever. It’s a practical, inspiring conversation for any entrepreneur who wants to use video strategically without overcomplicating it. Learn more about KORE OutdoorsHighlights from the conversation: Darren’s apparel brand and the ahead-of-its-time content strategy that helped them growThe shift from long-form to short-form video and how brands adaptedMagnifier’s “content pyramid” framework for efficient content creationFounder-led storytelling and building trust through transparencyBrand vs performance marketing budgets (70/30 approach) and evolving funnelsConnect with Darren on LinkedInConnect with Christian on LinkedIn Links to things mentioned in the conversation: MagnafireZendaya x On Running - Zone DreamersSatisfy Running - I Think I Saw You On My Run TodayLiquid Death's YouTube ChannelGucci short film starring Demi Moore & Edward Norton For more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/ The KORE Outdoors Podcast is supported by the Province of British Columbia.
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