Backcountry Fall Capture ‘24
PROBLEM
Backcountry carries up to 1,000 brands across a wide range of performance categories. Each season, it’s challenging to spotlight the latest products across so many categories in a way that feels fresh, curated, and impactful to consumers.
This season, our focus centered on key categories: trail running, road running, travel, hiking, backpacking, camping, and lifestyle.
ACTION
In 2024, the Creative team revamped our campaign approach by developing comprehensive “Guides” for Backcountry’s major pursuit categories.
These Guides allowed us to expand the Gearhead voice with a curated focus, highlighting key products as top picks to engage and inform our customers.
Each season, we organized a large-scale photoshoot covering multiple categories to support these Guides, ensuring cohesive storytelling across our offerings.
RESULT
This Fall, we executed an 11-day on-location shoot with a 20+ person crew in British Columbia, putting in extensive hours and hiking miles to capture authentic, elevated visuals of our seasonal product stories.
This curated approach resonated with our audience and contributed to significant growth, driving year-over-year increases in consumer engagement and demand.
Credits:
Creative Director – Taylor Buck
Concept / Art Director on the shoot – Inese Silina
Casting / Styling – Georgina Pena & Elli Fleming
Photographer – Will Saunders
Production –Brianna Hiller & Dylan Alvarez