Creative Direction
Photography
Campaign Strategy
Stakeholder Alignment
Brand Marketing
Trailhead Apparel Series
Trailhead
/
Apparel
A lifestyle campaign that translated a brand refresh into a repeatable image language.
Client
Trailhead
Industry
Apparel
Year
2024
Role
Strategy through delivery
Deliverables
Campaign hero set, lifestyle library, email and social assets, lookbook
Usage
Web, email, social, print
About the project
Trailhead was refreshing its brand and needed a seasonal campaign to introduce the new tone. The work covered strategy, casting, photography, and a structured asset library for the marketing team.
Challenge
The brand was moving from rugged and technical to calmer and more human. The imagery had to signal that shift without losing the loyal audience.
Approach
I paired wide natural light landscapes with quiet portraits and movement frames. A simple rule governed every shot: real people, real terrain, no staging that looked staged.
Role
Impact / Usage
The campaign expanded the brand’s image library and gave the marketing team a consistent set of assets to use through the season.
Gallery
Process
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