Fjäll Supply
Campaign and website for an outdoor clothing brand that would rather you looked at the mountain than at the jacket.
Overview
Fjäll makes hiking clothes in colours borrowed from the landscape. Their old site was full of product cut-outs on white.
Approach
We went into the mountains with three friends of the brand and a bag of film. The site now opens on landscapes, and the clothes appear the way they do on a real hike: half in frame, a bit dusty, in good light.
Outcome
Time on site tripled, and the orange backpack from the campaign sold out twice.
More work
