The brief:
To develop a series of launch moments highlighting Backcountry's new in-house apparel line.
The solution:
After making a name for itself as the 'Amazon' of the outdoor industry, Backcountry wanted to make the leap from white-label products to producing its own in-house apparel brand. Part of our thinking, as we developed the brand and figured out how to differentiate it and make it relevant compared to other competitor brands, lay with the idea that life is not solely about the goals we set, the activities we do, and the places we go, it's about the pursuit and the meaningful moments that happen in between.
With this in mind, we partnered with a handful of ambassadors and gearheads, including Olympian Jayson Hale, to capture snackable content and glimpses into their everyday lives as they chased down these meaningful pursuits.
Imagery and video were rolled out across the website, paid social media ads on Facebook and Instagram, specialty packaging, and printed mailers.
Client: Backcountry
Role: Overarching Concept, Film Direction, Art Direction, Design Direction, UX Direction
"Chris has a way of elevating the creative no matter the project, and I was lucky to be a part of his vision. His honest and uplifting demeanor pushed everyone on the team to produce the best work possible and to have fun along the way." Dean Ferrari - Senior Designer
