The brief:
Backcountry came to life over 20 years ago in a tiny garage beneath the shadows of the Wasatch. An online specialty retailer that sells clothing and outdoor recreational gear for hiking, camping, road biking, mountain biking, rock climbing, winter sports, fly fishing, kayaking, rafting, trail running, and more.
Built by Backcountry was the major launch moment for Backcountry’s in-house apparel brand.
The solution:
Unable to find snow in our own backyard given the time of year, we happily packed our bags and headed to Queenstown, New Zealand. With an international team composed of internal talent and external resources, we intentionally put ourselves in the most authentic positions possible to capture the product in the exact environment for which it was built.
This campaign was instrumental in the brand achieving a 10% increase in campaign-attributed sales.
Imagery and film were rolled out across the website, paid social media ads on Facebook and Instagram, specialty packaging, and printed mailers.
Role: Concept + Development, Film + Photo Direction, Art Direction, Design Direction, UX/UI
