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.

Through Any Weather

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.

Kings of Cold

Filson Winter Campaign, 2022

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.