Cameron Hanes - Keep Hammering Collective KHC 179 - Craig Francis
Feb 23, 2026
Craig Francis, VP of Brand at ULTRAVIEW and outdoor creative, blends storytelling, photography, and brand strategy. He discusses how ULTRAVIEW gained traction, building authentic brand films, and the move to USA manufacturing. Conversation covers creative freedom, fast content cadence, creator partnerships, and responsible representation in hunting.
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Detach From Virality And Keep Posting
- Algorithms are fickle; post continuously and don't attach identity to any single piece of content because failures are forgotten fast.
- Craig: if a post flops, the internet moves on in ~36 hours — keep iterating.
Bring Manufacturing Home Only After The P&L Allows It
- If market values USA-made products, evaluate on P&L and invest in vertical integration rather than assuming higher cost.
- Craig walked through buying CNCs, moving assembly stateside and using raw bar stock to escape MOQ and tariff constraints.
USA Made Button Sold Out In 20 Days
- Craig shared UltraView's brass button launch: 100% USA-made, same price as prior aluminum version, and it sold out fast.
- He noted they hit and exceeded initial sales forecasts and had to turn off the website allotment within 20 days.