Fjällräven SPRING/SUMMER '25
Make Summer Count
Make Summer Count introduced a new approach to Fjällräven North America’s seasonal storytelling, setting the direction for summer by building the entire campaign from real terrain and real adventure in the Pacific Northwest.
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.
Fifty-four miles, three locations, and no room for error
This was North America’s first fully on-location seasonal production, and the work needed to prove that we could deliver at scale. Each location introduced its own demands, from steep climbs and long approaches to weather windows that shifted by the minute. With limited time and only one opportunity in each place, we had to move quickly, adapt to unpredictable conditions, and capture the material the season depended on.
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.
Shot in the rugged beauty of the Pacific Northwest
The campaign was shot throughout Olympic National Park, chosen for its range of ecosystems and weather that is a close match to the landscapes where Fjällräven was born. From high elevation trails to rugged coastline to deep backcountry, the park gave us the variety we needed to tell our three summer stories: day hiking, coastal camping, and backpacking.
Window displays translated the campaign into a physical space, using layered elements, natural textures, and greenery to echo the landscapes of the Pacific Northwest.
Original sell-in window mockup
Final window for home office in Lousiville, CO
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We spent nearly 15 days in Olympic National Park across scouting, travel, and production, working through three distinct ecosystems that required different gear, planning, and timing.
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This was North America’s first fully on-location seasonal shoot, which meant building new workflows from scratch and proving that our team could create a campaign of this scale in the field.
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Our schedule depended entirely on weather windows. Each location gave us only one opportunity to capture what we needed, and the terrain often dictated when and how we could move.
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Across scouting and filming, we covered more than 54 miles on foot, including steep elevation gains, long approaches, and full-pack travel days.
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If you are a fan of the Twilight book series, we filmed in and around Forks, where the story takes place. We happened to be there during Twilight Weekend, which meant navigating celebratory crowds, traffic, and detours while keeping the production on schedule.
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For the hiking film, we made a full ascent to the top of Mount Storm King. The scene almost didn’t happen because the summit was covered in heavy cloud. The cloud layer dropped into an inversion at the last minute, opening a clear view and revealing the sun setting directly between two ridgelines.
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Our family camping cast was a real family of outdoor enthusiasts, not actors. Their natural interactions shaped much of what we captured and marked the first time children were featured in Fjällräven’s seasonal storytelling.
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We worked with a brand-new production parner for this shoot, which required building the working relationship from the ground up and aligning quickly on tone, priorities, and expectations.
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I hadn’t been an employee long enough to qualify for company health insurance at the time of the shoot, which made climbing Storm King at sunset an especially memorable milestone.
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Led the creative direction for the entire Spring–Summer 25 campaign, shaping the tone, visual approach, and narrative across film, photography, retail, digital, and social.
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Worked closely with our Senior Integrated Marketing Manager to represent Fjällräven on set and ensure the production aligned with brand goals and seasonal objectives.
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Directed a brand-new external production team and established the working relationship on the ground, setting expectations for storytelling, pacing, and visual consistency.
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Guided the capture of on-location assets, making real-time creative decisions based on terrain, weather, timing, and how the footage would integrate into the campaign ecosystem.
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Oversaw talent direction for all three storylines, including the real family used in the camping film, ensuring performances felt natural, grounded, and on-brand.
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Collaborated closely with the crew across scouting, planning, and each shoot day, joining the team on location and supporting the work wherever coverage was needed.
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Helped refine select assets in post-production, bringing hands-on experience to color, framing, pacing, and final execution where needed.
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Served as the creative bridge between production and the in-house team, ensuring that everything captured on location translated cleanly into windows, digital, social, and print.
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Contributed hands-on to the campaign by building a range of digital, social, and print assets in addition to leading the creative direction.
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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/organic social and email. Together, these touchpoints carried the Parkas story across Fjällräven’s owned and paid channels, guiding audiences from awareness to engagement.
