Client / Brand: Haglöfs
Project type: Campaign, social, film, editorial, brand book etc.
Year: SS23
My role: Creative Direction, Art direction
My role: Creative Direction, Art direction
Scope:
For the Haglöfs ROC climbing campaign, we wanted to portray mountain climbing from a different perspective. Rather than focusing only on the dramatic moments on the wall, the campaign explored everything that happens in between — the preparation, the waiting, the movement through the mountains, the conversations, the downtime and the everyday moments that are an essential part of climbing.
Alongside the main campaign, we created a documentary following the photographers behind the imagery. As climbers themselves, they were simultaneously part of the expedition and responsible for documenting it — climbing alongside the athletes while finding ways to capture the experience from within.
This gave us another perspective on the climbing world: not only the athletes and the ascent, but the people behind the camera and the physical reality of creating imagery in an extreme environment. Together, the campaign and documentary presented a more human and authentic view of life in the mountains.
Goal: Create brand awearness and show other perspective on the world of climbing
Channels: SoMe, Ads, window, events, PR
Team / Collaborators: Paolo Sartori photographer, katla studios (documentary)
