Everything we do at Turtlebox is rooted in the Live Free lifestyle. Long before the brand existed, the four founders shared a house on the Buffalo Bayou in Houston. Hanging above their back door was a sign that simply read: Live Free. It was a daily reminder to chase what matters, to trust your gut, take risks, and live on your own terms. That mindset has shaped every step of our journey and got us to where we are today.
It’s not just a tagline, it’s our foundation, our compass, and the spirit behind everything we do. And now, after years of living it, we’ve captured it on film. Our brand anthem is the heart of Turtlebox, brought to life.
The Process
The Turtlebox Brand Anthem has been a labor of love more than a year in the making. We sifted through over 25,000 GB of footage, captured across 100+ locations throughout the U.S., pulling from a decade of shoots to create a film that celebrates the soul of the brand and the people who live it out. From fly fishing guides in Montana to ranchers in Texas, we built this crew out of longtime friends and ambassadors who live and breathe what we stand for.
Working with Shane Smith took the project to a whole new level. When it came time to make a proper anthem, Shane was the obvious choice to create the music that would drive it forward. He’s been a friend and supporter of the brand for years, so he immediately understood the heart behind what we were creating. His lifestyle embodies our motto, and we knew he would knock this song out of the park.
Listen to “Live Free” (Seeing Me Running) by Shane Smith & the Saints.
From the Founders
“We talked about creating this anthem for years, but never knew how it would all come together. It’s amazing how unforced and natural the whole process was when the timing was right. It’s a clear result of the power of our community and the friendships we’ve created. This video and anthem is such a great expression of who Turtlebox has become. Every pursuit, layered on top of an incredible song, makes us want to get up and run out the door looking for our next “live free” moment. We are humbled and honored to be a part of this process. It’s truly surreal.”
- Jeff, Reagan, Jonathan, and Will
The Live Free motto has led us into some of the most epic and meaningful adventures of our lives. Eventually, that same mindset gave us the courage to build this company from the ground up. It’s the thread that connects our entire community, and the spirit that keeps pushing us forward. We hope it encourages you to like it has us.
