One of the hardest tasks for outdoor brands rooted in performance activities is relating to a wider audience, while not dumbing down your message, potentially offending your core.
With this in mind, we chose a location close to our hearts - the Hen Hole, located in the College Valley. It is a geographical anomaly as far as the Cheviots are concerned - a craggy gully full of scree, a fast-flowing burn, and various waterfalls.
You need to be sure-footed and confident, but it's not so extreme that you need to start roping up or donning helmets. The location was integral for the message to be communicated effectively.
For the second shoot, we were tasked with focussing on what dubb as "omnivores of the outdoors" - those of us who live and breathe mountain activities but are happy running, climbing, swimming, or riding bikes.
We focussed on the detail - that crux-move handholds we don't forget, the sketch fast pack descent or the early morning swim. The elation, fatigue or effort and of course the moments of sharing. Those are memories that stand out for the outdoors enthusiast.