FOR THE

MOUNTAINS

From mountain adventures to the journey of changing our legacy

We’ve got one planet, so let’s turn this around as one team. This campaign is a celebration of changemakers: those who see challenges in sports or sustainability not as an obstacle but as an opportunity to do better.

Created in partnership with PrimaLoft® and Parley for the Oceans to innovate a new era of sport and help end plastic waste.

Campaign film
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Put the money where our mouth is

Starting this project we quickly decided on one thing: we wanted to make an as sustainable production as possible. Out of the three jacket models that were featured we had to shoot the hero model with the changemakers real in nature. However, through working with small local crews in Austria (were Mikalea happend to be before a competion) and South Africa (the home of Ndyebo) we managed to minimize the CO2 footprint. We (the core team) decided to stay put in Amsterdam and join the shoots remotely.

Put the money where our mouth is

Starting this project we quickly decided on one thing: we wanted to make an as sustainable production as possible. Out of the three jacket models that were featured we had to shoot the hero model with the changemakers real in nature. However, through working with small local crews in Austria (were Mikalea happend to be before a competion) and South Africa (the home of Ndyebo) we managed to minimize the CO2 footprint. We (the core team) decided to stay put in Amsterdam and join the shoots remotely.

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From Problem to Performance

A very important part of this was the innovation story. These jackets did not only look really good, they actually did good. Insulated with 100% recycled plastic — featuring 40% Parley Ocean Plastic. Created in partnership with PrimaLoft® and Parley for the Oceans to help end plastic waste. This is how the insulation was crafted from bottles.

The Innovation film
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Sustainable Art Directon

By choosing to use CGI and motion design in our campaign art direction, we created a strong narrative thread of innovation throughout the campaign, while also meeting increasing consumer expectations in terms of creating more sustainable campaigns. These recreated fictional natures gave us the oppoortunty to showcase the products in different winter / autumn landscape without travling to multiple locations. 

Product film: TERREX MYSHELTER PrimaLoft Hooded Jacket
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TERREX MYSHELTER PrimaLoft Hooded Jacket
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TERREX MYSHELTER Parley Anorak
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Square Layouts
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Product Film: TERREX MYSHELTER Parley Anorak
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Campagin film
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Horizontal Layouts
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Graphical layout system

The photography together with graphical elements and CGI where combined into master layouts. The clean bright design with the background pattern were a simple nudge to the Terrex patten in the jackets and the renewd process loop highlighted the material innovation that these products featured.

Hundreds of assets where built out and incorporated into a toolkit that came with guidelines so that the local markets could adapt them after their own needs and channels.

Square Layouts
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Vertical layouts
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Created with adidas

I had a leading role in the creative team for this campaign, taking part in developing the overall concept and art direction. 

DATE: Nov ’21
CLIENT: adidas Studio A, AMS
RESPONSIBILITIES: Concept, Art Direction
PHOTOGRAPHERS: Theo Acworth & Tyrone Bradley
PRODUCTION PARTNER: The Panics
DIRECTOR: Jake Noakes (Process & Product films)

Created with adidas

I had a leading role in the creative team for this campaign, taking part in developing the overall concept and art direction. 

DATE: Nov ’21
CLIENT: adidas Studio A, AMS
RESPONSIBILITIES: Concept, Art Direction
PHOTOGRAPHERS: Theo Acworth & Tyrone Bradley
PRODUCTION PARTNER: The Panics
DIRECTOR: Jake Noakes (Process & Product films)