TNF | Offtrail Hike Footwear Campaign
Creative Concept
Art Direction
Graphic Design
Toolkit Production
The Vision:
Create a visceral campaign bringing modern aesthetics to the hiking experience.
Visual Direction
The campaign was developed as a two-phase marketing release intended for alternative product positioning and consumer audiences. The first phase was geared towards the long-distance, over-night adventure hiker, outfitted with all necessary equipment. The visuals focused on a mid-top boot design traversing high-alpine terrain. A setting chosen to highlight footwear features that provide additional ankle support, alongside the durablility, and waterproofing.
Find uncommon ground.
The second phase of the campaign was focused on the low-top footwear silhouette being used among lightly equipped day-hikers. The terrain was chosen to be slightly more accessible and resonate for its approachability. With outfitting and terrain, we aimed to differentiate from the first phase, while maintaining a consistent thread.
Toolkit Document
As the Art Director and Graphic Designer on this project, I was also responsible to design and produce the Campaign Toolkit Document for internal and external channel partners to utilize for creative implementation.
Behind the scenes.
Alongside the consumer facing content capture, I always like to take film photos of the production happening in real time. Sometimes it works out that these images make it into the campaign, but most often they become a reminder and personal archive of special moments within the project.
as© Project Roles
Creative Concept
Art Direction
Supporting Photography
Graphic Design
Toolkit Production
Internal Project Team
Brand Manager: Kaileb Bowers
Producer: Mat Kestle
Copywriter: Rachel Jorgensen
External Project Team
Videographer: Jacob Callaghan
Photographer: Kody Kohlman
Photo Assistant: Zeke Bogusky
Production Assistant: Brandon Smith
Editor / Sound: Jacob Callaghan
Talent:
Amanda Lee
Janthavy Norton
Michael Washington