From the onset, the Smartwool Base Layers campaign was expressly focused on social media. The brand looked to diversify how it promotes its product on social media in fun, realistic ways by focusing on three different activities in everyday scenarios. Triage was asked to capture a myriad of such moments in which base layers are worn to effectively convey the “anywhere, anytime” theme Smartwool hoped to achieve.
How do you make an established brand feel unexpectedly new again? You take its much-loved products and convey novel impressions to how and when it can be used. To do this, Triage upended the notion of where a Smartwool base layer can take you and emphasized the versatility of the product. From the office to date night, Smartwool offers apparel in which the customer can do anything and wear it anywhere.
To illustrate the versatility of Smartwool products, we chose three disparate activities/scenes for this shoot: dancing, mountain biking, and at home family scenes involving cooking and the sheer joy of backyard play. We split the shoot into two days and focused on scenes around Boulder, Colorado. To shoot the dancers, we flooded a studio with light and haze. To shoot mountain biking, we brought out the drone at dusk. To shoot the intimacy of at home scenes with a family, we moved the cameras in close and allowed the spontaneity of a mother-daughter relationship to dictate the scene.
Director: Director Of Photography: Still Photographer: DIT: Post Production Supervisor: Editor: Assistant Editor: Sound Design: VFX: Colorist:
Keith Ladzinski Tommy Joyce Angie Payne Tommy Joyce Tommy Joyce Davis Burch Michael Neave Jacques De Cornue Michael Neave Davis Burch