What does outdoor joy look like? This brand video campaign centered around joy in the outdoors, however you choose to find it - both in front of and behind the camera lens. Featuring an array of outdoor sports, filmmakers, colors, locations, fabrics, and human beings, we convey that true, authentic joy in the outdoors can look like anyone and anything.
Advisory Panel Facilitation
Global Filmmaker Coordination
Location Scouting and Model Casting
Videography + Production
Born out of a desire to ensure diverse perspectives in Polartec's marketing, this video was made possible by a panel of BIPOC outdoor enthusiasts, photographers and filmmakers, designers, color theorists, and Diversity, Equity & Inclusion leaders (DEI). The campaign was then brought to life by our crew of filmmakers around the world answering the question, "What does outdoor joy mean to you?" We let them pick the sport, the athlete, location, whatever was true to the filmmaker’s vision. When you film someone, it’s such an intense moment of “we see you”. We wanted to honor the intimacy shared between who’s filming and who is being filmed. We didn’t want to control that narrative at all and we let that authenticity speak for itself. The only parameter was each filmmaker needed to include a shot with a very strong horizon line to reinforce the theme that we all have unique experiences and visions, and yet, we are all united by the same earth, grounded by the same planet. Thus, the video was born.
OUTDOORS ARE FOR EVERYONE
"One of the biggest brand pillars of Wheelie is that it is just as important who is behind the lens as in front of it."
WATCH THE VIDEO
Happy tears. Smiles. Social shares (and IRL shares, too). This campaign established Polartec as more than a textile brand - it's a brand that's willing to invest in an outdoors for everyone.