The project was three-pronged, kicking off with Fjällräven’s line of trekking trousers. We matched up each pair of trousers with a Swedish landscape to further reinforce that these pants are made with nature in mind.
Next, we were tasked with increasing brand awareness for their broader backpack line—beyond just the Kånken—and highlighting that these packs are designed for outdoor use. To achieve this, we styled the photoshoot with each bag featured in natural, outdoor settings.
Finally, we created a series of ads for Fjällräven’s Parka line to celebrate the 50th anniversary of the Expedition Series. By utilizing archival photos, we underscored the jackets’ timeless durability and enduring design.
Agency:
Cactus
Art Director:
Rachel Morgan
Copywriter:
Brian Denison
Creative Director:
Jeff Strahl
