This appears to have the same problem as flashing from debug, the configuration screens are the same too. I have put the binary path in "C/C++ Application" and unchecked "Load symbols". I noticed the same error from the gdb logs:
084,471 &"\"C:\\Users\\josh jordan\\Documents\\geektree_local\\pgm\\Bootloader_K22\\Debug\\full.bin\\
" is not an object file: File format not recognized\n"
On further inspection, nothing was written to flash.