Spec work
Arc'teryx
An unsolicited campaign that repositions Arc'teryx as essential gear for city life, where the weather is now as unpredictable as any summit. Split imagery, live environmental feeds and weather-reactive outdoor media close the gap between the mountain and the commute.
- Client
- Arc'teryx
- Role
- Campaign concept and art direction
- Year
- 2025
Arc'teryx
The city is the mountain.
The fact
People see technical outerwear as gear for extreme places, not everyday life. Yet city climates from New York to Montreal are now as volatile as the mountains.
Gorpcore turned the gear into a look. The risk for Arc'teryx is being loved for the style rather than the life it was built for.
The insight
City life doesn't separate people from nature. It puts them in constant contact with it. Nature hasn't disappeared. It has moved downtown.
The idea
Position Arc'teryx as survival gear for the urban explorer by comparing everyday city moments to extreme outdoor ones. Steel canyons, concrete summits, and weather that doesn't care about your commute.
Out of home
Large-format boards on bridges, rooftops and building faces reframe the skyline as terrain. A weather-reactive layer reads live data, rain, frost and wind, and turns the city's conditions into real-time brand moments.
Weather or not
Boards that respond to the city's weather.
Extensions
A lo-fi livestream broadcasting real-time weather moods, from alpine storms to city rain, with a toggle between Mountain and City. And a partnership with Uber Eats, putting the gear on the people who cross the city most.
