Cameron Thuman's rescue mission for Garmin

Directed by Cameron Thuman of NativeFour, this latest spot for Garmin, titled SOS on Your Wrist, centres on a simple but powerful premise: the Garmin fēnix 8 Pro isn’t just a performance tool, it’s a lifeline. 

The film intercuts three emotionally charged storylines, each shaped by anticipation, intensity, and ultimately relief. Rooted in Garmin’s real-world coordination of over 18,000 emergency rescues, the narrative carries a weight that feels deeply human and undeniably lived-in.

To bring that authenticity to life, NativeFour and Garmin embraced a “story first, technical second” philosophy. Thuman balanced scale with intimacy by shooting entirely in-camera, using eight unique camera formats, custom-built lenses, and R&D-tested rigs to capture tactile, visceral beats – from the chaos of a fall to the precision of a heli rescue. 

The team sought a beauty grounded in realism, heightening tension through textured visuals, immersive editorial, and a soundscape designed to pull the audience into the runner’s disorientation and the urgency of the response.