A digital archive to nudge Arc’teryx from pavement to peak

Arc'teryx is a mountain brand. In Japan, it was being worn for reasons far from the peaks it was built for. So we went back to the source: the mountains, and the people shaped by them.

Our Ambition

We interviewed everyone twice. The first time about the mountains. The second time about what they carry.

6.1%

Lift in brand consideration following dOOH portion of campaign

1M

Visits in the first six weeks of the website launch.

5%

Lift in brand awareness following dOOH portion of campaign

Mountain Artifacts

Every profile goes deep. 360-degree portraits of each subject in their mountain wear. Their actual gear, laid bare. Video and audio captured in the field. And at the end of every story, a handwritten note, in their own hand, in their own words.