Creative

Idea bank

Ready to post, loosely timed

Ideas stay here until the week you post. Pick one, make it that week, then move it to Posted. Talent is Luke in the presenter bit by default; friends show up in vibe reels; a member version is an upgrade, never a requirement.

Ideas by format

A · Presenter bitSeries

Partner showcase

So you can link products like these.

Anytime, roughly one a month

Beats and notes
  1. The hook in the setting
  2. What the partner carries (cutouts fly in)
  3. "So you can link products like these"
  4. The partner-logo wall
  5. "Click the link in our bio."
  • Osprey or Gregory: a fully loaded pack with a desk lamp clipped to it.
  • Suunto: timing something absurdly unimportant.
  • Adorama: Luke as his own news crew, filming himself filming.
  • SunnySports: a beach umbrella at the crag.
  • Kailas: a big wall, or a hangboard in the office.
  • Done: Backcountry, Scuba.com and West Marine.
  • Next: Osprey, Gregory, Kailas, Suunto, Adorama, SunnySports.
A · Presenter bitSeries

Kit check, newsroom edition

Breaking news: here's what's in my pack.

Anytime, works as a recurring segment

Beats and notes
  1. Luke unpacks on a desk outdoors
  2. Each item as a cutout plus one line on why
  3. "Every pick is on my GearBook page."
  • Rotate: a crag day, a ski tour, a dive day, a sailing day.
  • Member upgrade: "We sent our correspondent to [member]'s pack."
A · Presenter bitSeries

Reporting live from the job

Reporting live from [single-pitch / ski tour / dive boat]. Here's what goes in the bag.

Anytime, pick the trip you're on that week

Beats and notes
  1. On location in the suit
  2. 3 to 4 items with why
  3. "Full list on my page."
  • This is where the water sports go: a dive boat, a dock, a creek.
A · Presenter bit

A moment of silence for gear that outlived the season

Today we say goodbye to [item]. [Real number] days. Never quit.

End of a season

Beats and notes
  1. An anchor-desk tribute to a worn item
  2. What it went through
  3. What you'd buy again
  4. "Its replacement is on my page."
  • Deadpan eulogy, your own gear only, so it doesn't read as a review.
A · Presenter bit

Man on the street: "What never leaves your pack?"

One question. What never leaves your pack?

Anytime you're at a crag, trailhead, marina or dive shop

Beats and notes
  1. Mic in hand, quick answers from people there
  2. One answer per cut
  3. End with yours
  • Get each person's OK on camera and tag them if they want. It turns people into talent without needing members.
A · Presenter bit

Skit: "Your clients ask what you use"

Hey, what harness is that?

Anytime, for pros who teach or lead trips

Beats
  1. A friend plays the client: "Hey, what harness is that?"
  2. Luke hands over a QR code with a straight face
  3. "Your clients already ask. Give them one link."
A · Presenter bit

Skit: the overpacked first-timer

First guided day? Let's check your bag.

Before a peak season (spring climbing, winter ski, summer dive)

Beats and notes
  1. Luke as the client pulls out absurd items (desk lamp, stapler, the mic)
  2. A pro's real short list
  3. "Ask your pro what they use. Their picks can live on one page."
  • Aimed at clients, GearBook's second audience.
A · Presenter bit

GearBook in 20 seconds

GearBook, explained by a man in a suit in a [river / snowbank / dive boat].

Anytime, again every few months in a new setting

Beats and notes
  1. Pick gear you use
  2. We make the links
  3. Share one page
  4. Get paid when it sells
  5. "Free. Link in bio."
  • The launch reel's script works as the base. New setting each time.
A · Presenter bit

Live from the lift line (first chair)

We're live from opening day.

Early Nov, around the first lift openings (check that week)

Beats
  1. In the suit and ski boots in the lift line
  2. What's in the pocket for day one
  3. What changed this year
  4. "Kit on my page."
A · Presenter bit

Shortest day, evening news by headlamp

Good evening. It's 4:30 and it's dark.

Around the winter solstice (Dec 21 in 2026)

Beats
  1. Presenter by headlamp
  2. Headlamp, spare light, warm layer
  3. "Start earlier. Turn around earlier."
B · Vibe reelSeries

"[Season] loading" series

[Season] [loading bar]

The run-up to each season: ice and ski (fall), climbing (spring), dive and sail (summer)

Beats
  1. The loading-bar overlay from "Winter", with the word swapped
  2. Footage from the last season
B · Vibe reel

"This and..." meme

This and knowing the person who recommended your gear got paid for it

Anytime

Beats and notes
  1. Run it over the best footage you have, in any sport
  • Another line: "This and a catalog that took five minutes".
B · Vibe reel

Split-screen sequels

Rock / Snow / Water

Anytime

Beats and notes
  1. "Rock / Snow / Water": one clip each, stacked
  2. "6am / noon / 6pm" on one trip
  3. Reverse the altitude one: -40 m to 4000 m
  • Credit whoever's footage it is.
B · Vibe reel

Trip recap: one word

[Place].

After any trip

Beats
  1. A montage like "Squamish."
  2. The place name only
  3. The crew tagged in the caption
C · Editorial posterSeries

Poster series

Sign up on GearBook today

Anytime, good filler weeks

Beats and notes
  1. A photo
  2. An arched serif line in the same dry voice
  3. "Sign up on GearBook today"
  • Use friends' or members' photos with their OK and credit the photographer.

Maybe later

Kept, not marked to use

Pull one in if it fits a week.

Thanksgiving week

Black Friday no-sale report

The presenter bit with "Today's top deal: going outside." No real deals. Don't use REI's #OptOutside tag.

Dec 1 in 2026

Giving Tuesday

Groups that keep trails, forecasts and access running. Don't imply GearBook donates unless that's decided.

Early Dec

Home-shopping-channel gift list

A shopping-host parody, but with real picks and why, and no fake urgency.

Nov, when forecasts start

Avalanche season

Played straight, no jokes. "Take a course, read your local forecast." No kit claims without avalanche training.

When someone finishes a course

Course notes

The kit that held up. No technique or rescue advice.

Needs members

Get to know a pro

A short profile with 3 to 5 picks.

Before you write one

The rules that always apply

Copy

  • Never promise an amount or quote a rate. Talking about getting paid is fine; numbers live on /commission-rates.
  • No em or en dashes, in any copy.
  • No urgency theatre or fake deals.
  • Safety topics (avalanche, diving depth) are played straight: no jokes, no instruction.

Luke's taste

  • Ideas he can post, built around one person's real kit tied to a job, a season or a moment.
  • Keep it positive: what people carry and love, not what they dropped or dislike.
  • Skip pro-deal and discount angles (Outdoor Prolink, ExpertVoice). They're where pros buy, not where they earn.
  • Content is made in the week of posting. Ideas keep loose windows, not dates.