My Role:
Directed Fjällräven’s Spring/Summer 2025 campaign across multiple remote locations, overseeing all creative—from scripting and visual direction to final selects. Led a multi-day shoot spanning over 54 miles of rugged terrain. Crafted the look, feel, and messaging across video, social, and retail; collaborated with vendors on scripting, editing, and final cuts; and selected hero imagery across all platforms.
on the trail
at the beach
into the wild
Trading wifi for wonder
Shot on location in Olympic National Park, this campaign told three stories—trail, beach, and backcountry—that came to life across video, print, retail, and social.
Big Impact. Small Footprint
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Shot 54 miles in Olympic National Park—no service, all adventure
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Ran across streaming, social, retail, and e-commerce
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Window displays brought the PNW to storefronts across North America
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VO recorded in-house for select spots (I voice one of the beach kids)
from trail to storefront
Window displays were created to bring the spirit of the Pacific Northwest to Fjällräven stores across North America. From render to rollout, the campaign came to life in physical space—timeless gear, real adventure, seen by thousands.
From screens to storefronts, the campaign lived wherever the audience explored – built to inspire them to