Fjällräven Parkas campagin
Half a Century of Legendary Warmth
Fjällräven North America’s Fall/Winter 24 Parkas campaign celebrated five decades of the Expedition Down Parka, weaving heritage imagery and modern design into a tribute that celebrated not just a jacket, but the legacy, warmth, and craftsmanship behind it. See what I brought to the expedition
HALLOWEEN IS
A TRICKY TIME
FOR SPIRITS.
Too many kid-centric visuals. Too much risk around underage appeal. And way too many campaigns that lean cheesy. To make matters worse, shopper reps were “fixing” the problem themselves by decorating premium spirits displays with Party City props to make them feel more festive. Pernod Ricard needed a Halloween campaign for their portfolio of brands that felt immersive, elevated, and unmistakably adult.
HOW DO YOU CELEBRATE 50 YEARS OF AN ICONIC PARKA WITH NO SHOOT AND A BRAND-NEW TEAM?
The 2024 Parkas campaign came together during a moment of transition. With a tiny, still forming creative team, limited budget a lightning fast timeline, the system had to be built from heritage imagery, scavenged assets, and anything that could be upscaled or reimagined in time for launch.
The Expedition Continues (Into Every Channel)
The Parkas 2024 campaign spanned every major Fjällräven touchpoint, from digital and social to retail and large-format placements. Its centerpiece was a pair of coveted Times Square billboards on New Year’s Eve positioned directly under the ball drop and generating more than a billion impressions.
Dimensional window displays brought the Expedition Down Parka’s story into the physical world, using heritage assets and modular design to translate the system into store environments. Bringing the execution in-house saved more than $100K in production costs.
Original sell-in window mockup
Final window for Boulder flagship location
Transit across Denver, Boulder, and Toronto was wrapped in the Expedition Down Parka’s distinctive baffling, creating bold, moving extensions of the campaign.
YEAR 2
STAY FOR THE SOIRÉE
The campaign did what every seasonal activation hopes for—it got invited back to the party. Pernod’s only request? Keep the displays as they were, and give the overall look a refresh.
But after another brand caught flak for jack-o’-lanterns that looked a little too elementary school fall festival, we had to steer clear of anything that might appeal to the kiddos. So, we traded the spooky porch for haunted elegance.
The new direction channeled masquerade mansion energy, with:
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Damask textures
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Candelabras and soft candlelight
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Upscale gothic flourishes, all designed
to elevate without alienating
HOLIDAY HOSTING IN EVERY CHANNEL
From the hero spots to a full suite of retail and social extensions, the updated creative showed up wherever the holidays happen.
In stores, the world expanded through:
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Expanded from broadcast and digital into a nationwide retail rollout
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Built POS displays for Absolut, Kahlúa, and Jameson in an Espresso Martini look and feel
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Added displays for ready-to-drink favorites like Malibu Piña Colada, Absolut Berry Vodkarita, and Jameson Ginger & Lime
A dedicated landing page and hero video anchored the campaign’s digital presence, supported by paid social and email. Together, these touchpoints carried the Parkas story across Fjällräven’s owned and paid channels, guiding audiences from awareness to engagement.
Print gave the campaign a physical presence, using on-location moments and simple layouts to keep the look familiar wherever it appeared. Seasonal print placements in outdoor publications, along with in-store materials, all pulled from the same toolkit, which kept the story consistent across every touchpoint.
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The Times Square placement was added at the last minute, ultimately expanding into two separate boards beneath the New Year’s Eve ball drop.
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All typography for the boards had to be rebuilt in-house when vendor layouts didn’t match the campaign system.
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A navy Expedition Down Parka image was reworked and recolored to create a red baffling texture large enough for train wraps.
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Media schedules and approvals arrived late, compressing timelines for OOH, retail, paid social, and digital deliverables.
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Spotify ads required scripts, VO casting, recording, and visual design—completed in just one week.
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With production already underway, the campaign moved forward before a dedicated copywriter was on staff. To maintain momentum and brand consistency, a custom GPT was built and trained using leadership-approved Fjällräven writing samples, paired with a detailed creative brief outlining tone, structure, and objectives. Multiple rounds of creative direction and refinement were used to establish the full copy hierarchy before a copywriter joined in the back half of production to refine and scale the work.
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Provided senior creative leadership during the buildout of a new creative team, defining the seasonal direction for Fjällräven’s most important winter campaign.
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Evolved early agency concepts into a unified visual and tonal direction that could scale across digital, retail, and OOH.
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Led cross-channel creative development across digital, retail, print, and large-format OOH, ensuring alignment with the seasonal story.
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Directed collaboration across design, copy, marketing, media, and external partners to create clarity and momentum during a high-volume seasonal push.
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Oversaw and contributed to all Times Square billboard layouts, refining typography and composition for city-scale precision.
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Developed the campaign’s copy hierarchy while onboarding a new writer, setting the tone and structure for all messaging.
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Guided the digital rollout across landing page, campaign video, paid social, and email to deliver a unified experience.
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Brought window design and production in-house, overseeing concept through delivery and saving more than $100K in external costs.
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Contributed hands-on to the campaign by building a range of digital, social, and print assets while also leading the creative direction.
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