Never Just a Hike
RW
Project:
‘Never Just a Hike’
the north face team:
Creative concept and direction Team:
Rob Wassmer
art direction Team:
Laura Beth Snipes
Styling:
Angela Schwab
PRODUCTION:
Meagen Moore
Katy Dannenberg
Kathleen Ryan
Our Prompt:
Breakthrough the repetitive hike landscape
Concept Exploration:
What if hiking has become the victim to the most common denominator? We’ve let the commerciality of an act so inherently human become an afterthought? Could we change the point of view from one that just falls in line to one that leads?
Under this premise, maybe we’ve been hiking wrong this entire time? Maybe we need to re-think what hiking means - who a hiker is. Maybe nobody has actually been hiking.
Found Insight:
You don’t know hiking.
Hiking is currently a sea of monotony, it is the proverbial kitchen sink of the outdoor industry, the victim of redundancy and sameness. The opportunity we have is to show hiking not as a singular activity, rather a form of expression that spans the human experience. This generates disruption by re-introducing the activity as one not reliant on the traditional outdoor equation.
Hiking can be the unifier of exploration.
