Your next dream adventure
Roles: Direction | Concept | Cinematography | Edit
The 2025 Backcountry holiday campaign was a visual manifesto designed to spark adventure amidst the grind of modern work culture. By weaving practical elements, VFX, and AI (poster animations), we crafted a surreal yet tactile escape that resonated at scale. The impact was definitive: the ad drove $2M in incremental revenue and generated tens of millions of impressions, proving that high-tech storytelling can trigger real-world movement.
Winter is coming
Roles: Direction | Concept | Cinematography | Edit
The 2024 Backcountry winter campaign was a masterclass in agile storytelling, moving from creative request to final delivery in just 48 hours. Faced with tight budgetary and time constraints, we used out-of-the-box thinking to drive upper-funnel conversions before the season hit.
The resulting ad—a high-energy piece featuring athletes training in unconventional office settings—generated $700,000 in incremental revenue. This project highlights the power of lean production and the ability to execute premium, conversion-driven content on a razor-thin timeline.
Making the best outerwear
Roles: Direction | Concept | Cinematography | Edit
This campaign was engineered to showcase Backcountry’s premium winter outerwear on the world’s biggest stages. Its primary placements were highly strategic, airing during the Natural Selection Tour live stream and the Olympics, while also scaling across major streaming services like Hulu and Paramount+.
The ad follows a high-octane "blueprint for the best," illustrating the rigorous development process behind the gear—from functional design and GORE-TEX testing to being "bomb-proofed" and "Gearhead approved". By blending technical precision with raw action footage from peak to aprés, the campaign positioned Backcountry as the ultimate authority for those who seek, find, and send it in the winter.
The gear s.o.s
Roles: Direction | Concept | Cinematography | Edit
The "Gear S.O.S." campaign served as a high-energy introduction for New To File (NTF) customers, spotlighting the "Gearhead" difference: technical expertise, vast product breadth, and superior service.
The creative execution featured vignettes of real customer stories—such as a mountain biker’s last-minute Whistler trip—to show how Gearheads solve complex needs in real-time. By utilizing fast-paced editing and split-screen narratives, the campaign positioned Backcountry as the ultimate partner for any outdoor mission, proving that expert support is available for every adventurer, no matter the deadline.
it’s a Haul-iday
Roles: Direction | Concept | Cinematography | Edit
The "It’s a Haul-iday" campaign creatively showcased a vast outdoor assortment within a studio setting. Centered on a family getaway during a power outage, the narrative highlights how Backcountry gear serves everyone—from technical "Gearheads" to cozy enthusiasts.
By using a "split-set" stage, we transformed an indoor space into a multi-dimensional narrative, displaying technical outerwear, lifestyle apparel, and camping equipment in one cohesive scene. This approach proves that studio constraints can spark storytelling that resonates, reminding outdoor lovers that with the right gear, there’s no such thing as a bad day.