client:

mountain equipment company

project:

fleece fw24

overview:

This campaign for Mountain Equipment Company placed less emphasis on athletic exertion and more on the texture of belonging. Shot on the coast, the environment itself became character: ocean haze drifting across stone, fall light diffused into warmth, fleece absorbing both. The creative ask was to shift away from grit and towards conviviality—climbers not just as athletes, but as companions gathered at the crag. Movement was minimal, but meaning lived in pauses: chalked hands resting on rock, laughter suspended in backlight, the quiet conviction of a pregnant climber ascending with both power and grace. Composition framed fleece as connective tissue—between skin and climate, between friends and landscape. Less about performance, more about presence.