PARK CITY, UT, Sept 15, 2020 - Jack Wolfskin North America launched Reimagine Adventure today – a multi-channel brand campaign for the company’s Fall/Winter ‘20 season.
The past few months have been lessons in change and challenge for all of us. But within this dynamic landscape, we have the power to reimagine what adventure means—not only in the context of recreation but how we shape our lives. Reimagine Adventure tells the inspiring stories of four individuals who have taken very different trails towards the same goal: defining their own adventures.
In this campaign we hear about the life-affirming adventure experiences of Dr. Rae Wynn-Grant, a National Geographic Fellow and large carnivore ecologist, whose hope is that her love of the outdoors becomes the lasting legacy that she can pass down to her children.
Ben Uyeda, a designer based in Joshua Tree, has always felt a sense of adventure within him. Through Reimagine Adventure, he explains how adventure and his designs have become intrinsically entwined.
Reimagine Adventure also introduces us to Carla Riojas, whose more recently developed love for the outdoors has given her the creative muse she needs in her career as a singer and songwriter .
Lastly, we hear from Alex Fuller, whose dramatic change of lifestyle to adventure-inspired living has been the catalyst that’s allowed her to tap back into her creative talents.
Jack Wolfskin partnered with Camp4 Collective and editor Sophia Lou to bring this campaign to life, and the all-female production team are excited to share the stories and provoke a discussion around reimagining adventures.
“We’re really proud of how Reimagine Adventure was conceived and produced during COVID times. We were able to adapt and take a new approach to production by meeting our story tellers remotely and asking them to self-shoot the entire film. The new process was challenging but something we wanted to prove could be done.” said Diana Seung, General Manager for Jack Wolfskin North America. “We love the stories told by the film and we hope it inspires others to share their own reimagined adventures.”
The campaign underscores the company’s commitment to making the outside more accessible and less daunting, and continues to emphasize that the concept of being ‘outdoorsy’ is a myth. In these times, more than ever, the outdoors should be for everyone.