Major Campaigns
Launching New Ideas
Every campaign should reinforce the brand's values. My role is to distill those values into the clearest possible expression, creating messaging that feels purposeful, consistent, and connected across every channel.
Filson Spring Campaign 2026
Objective
Strengthen Filson as a four-season brand without losing its heritage.
Outcome
Expanded Filson’s classic tagline "Through Any Weather" into a spring campaign that connected seasonal change with lightweight products through immersive storytelling.
Filson Partnerships 2021-2026
Objective
Develop partnership messaging that introduced new audiences and products while remaining authentic to both brands.
Outcome
Built messaging around the shared values of each collaboration, creating authentic connections between brands while reinforcing Filson's identity.
Filson Winter Campaign 2022
(Play with Sound for Voiceover)
Objective
Reinforce Filson's heritage and authority through the Winter 2022 campaign.
Outcome
Developed story-led messaging inspired by the people featured in the campaign, using authentic stories and lived experience to reinforce Filson as an outdoors authority. Wrote the hero film voiceover to reflect the same perspective and tone.
Additional Work 2021-2026
