Camelbak
Brand Campaign
The spring brand campaign we developed for CamelBak embodies the brand’s mission to provide hydration support for athletes.
Our concept centered around three outdoor activities core to CamelBak’s audience: hiking, cycling, and trail running. Our campaign aimed to convey the benefits of convenient hydration, allowing these athletes get into their zone without distraction and without slowing down.
To share the wonder, the struggle, and the exhilaration of exploring outdoors, we opted for an editorial photographic style paired with bold messaging that emphasizes the experience.
Authenticity was a key consideration, so rather than casting models, we shot actual athletes performing in their element. The terrain around Austin, Texas provided a realistic backdrop for all our activities, with more than enough variety to build a diverse image library.
The campaign came to life across CamelBak’s website and social channels. The vast selection of imagery we delivered was then utilized beyond the campaign moment, becoming a core component of the brand’s online presence.
Creative Partners
Photography: Cortney White, Ryan Valasek
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