THE BRIEF
Reposition Woodland’s adventure offerings for a world where the line between
adventure and fitness is increasingly blurring.
Reposition Woodland’s adventure offerings for a world where the line between
adventure and fitness is increasingly blurring.
THE INSIGHT
Adventure gear is pushing the boundaries of places where one can venture.
Adventure gear is pushing the boundaries of places where one can venture.
THE IDEA
Reimagining adventure gear as "wherables" that enables one to go wherever.
Reimagining adventure gear as "wherables" that enables one to go wherever.
MY ROLE
· Copy · Strategy · Creative Direction · Film Direction
AGENCY: CCL
· Copy · Strategy · Creative Direction · Film Direction
AGENCY: CCL
Since Woodland products are designed to let one go wherever, we rephrased the word 'wearables'
to something better suited for both the adventure and the fitness category.
to something better suited for both the adventure and the fitness category.
Wild World Wherables DVC
We reimagined Woodland's products as 'Wherables' -
a collection of shoes, apparel, and accessories that enables one to go wherever.
a collection of shoes, apparel, and accessories that enables one to go wherever.
The design featured a scattered headline treatment that followed the eye flow of the reader,
strategically placing it adjacent to key elements of the overall Woodland ensemble.
strategically placing it adjacent to key elements of the overall Woodland ensemble.
We cast actual outdoor enthusiasts who would blend seamlessly with the environment,
rather than models trying to fit into this world.
rather than models trying to fit into this world.
Keeping up with the brand's international perception amongst its audience, we shot the campaign in the great Spanish outdoors. A location that gave us both the thrills and the feels Woodland commercials are famous for.
The campaign line was crafted as a natural extension of "explore more" -
Woodland's long standing brand proposition.
Woodland's long standing brand proposition.
Woodland SS '25 style book
Woodland SS '25 reels
