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.

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Highlights from the conversation:

• Darren’s apparel brand and the ahead-of-its-time content strategy that helped them grow
• The shift from long-form to short-form video and how brands adapted
• Magnifier’s “content pyramid” framework for efficient content creation
• Founder-led storytelling and building trust through transparency
• Brand vs performance marketing budgets (70/30 approach) and evolving funnels

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Links to things mentioned in the conversation:
Magnafire

Zendaya x On Running - Zone Dreamers

Satisfy Running - I Think I Saw You On My Run Today

Liquid Death's YouTube Channel

Gucci short film starring Demi Moore & Edward Norton