Concept, Design

Spring Fitness

Backcountry's Spring Fitness campaign was one meant to break the mold of aesthetic and predictable imagery in the outdoor space. As our assortment and investments lean more heavily into both lifestyle and pursuits relevant to customers outside the outdoor market, we needed an aesthetic that feels relevant and approachable to the general public. Vibrant studio imagery with a loose still-life appraoch that tied directly into product and environment colors allowed us to inspire our audience in new ways.

Creative & Art Direction
John Perry
Concept, Design
John Klopping
Location Photography
Re Wikstrom
Studio Photography
Ben Kuhns